Repository Universitas Pakuan

Detail Karya Ilmiah Dosen

Sufrin Hannan

Judul : Analysis Relationship Marketing Orientation (RMO) and Brand Equity in B2B Market

Abstrak :

Transaction based marketing has dominated the marketing world for more than four decades. With the globalization of business today, there has been a change in trend from the marketing paradigm of using marketing mix to Relationship Marketing. The focus of Relationship Marketing is to maintain a mutually beneficial relationship between sellers and buyers. The purpose of this review is to look at the relationship between Relationship Marketing Orientation (MRO) and Brand Equity. Based on the literature review, there are 3 keys to driving Relationship Marketing, namely: Brand equity, Value and Relationship Equity where brand equity has a more important role than the others because it creates competitiveness. The Relationship Marketing Orientation component has a positive effect on Brand Equity. Based on this and systematic research on industrial markets or business-to-business (B2B) markets that mostly use the concept of relationship marketing orientation. Models and hypotheses are made that the component of Relationship Marketing are trust, bonding, communication, shared values and empathy on B2B markets have a positive effect on brand equity.

GSJ: Volume 7, Issue 9, September 2019 ISSN 2320-9186

Tahun : 2019 Media Publikasi : Jurnal Internasional

Kategori : Jurnal No/Vol/Tahun : GSJ Issue 9 / 7 / 2019

ISSN/ISBN : 2320-9186

PTN/S : Universitas Pakuan Program Studi : MANAJEMEN

Bibliography :
Refereces

[1] Aaker, D. 1996. Measuring brand equity across markets and products. California Management Review, 38(3), 102-120.

[2] Alrubaiee, L. and Al-Nazer, N. 2010. Investigate the impact of relationship marketing orientation on customer loyalty: The customer’s perspective. International Journal of Marketing Studies, 2(1), 155-173.

[3] Anderson, J.C, H. Hakansson and J. Johanson. 1994. Dyadic Business Relationships Within a Business Network Context. Journal of Marketing, Vol. 58(4):1-15.

[4] Arndt, J. 1979. Toward a concept of domesticated markets. Journal of Marketing, Vol.43(4):69-75.

[5] Bensaou, M and N. Ventkatraman. 1995. Configurations of Interorganizational Relationships: A Comparison be-tween U.S. dan Japanese Automakers. Management Science, Vol. 41(9):1471-1492.

[6] Berry, L.L. 1983. “Relationship Marketing”: Emerging Perspectives of Services Marketing (25-28), Chicago, IL: American Marketing Association.

[7] Burmann, C., Jost-Benz, M. and Riley, N. 2009, Towards an identity-based brand. Journal of Business Research, 62, 90-103.

[8] Chang, A. and Tseng, C. 2005, Building customer capital through relationship marketing activities-a case of Tai-wanese multilevel marketing companies. Journal of Intellectual Capital, 6(2), 253-266

[9] Chiu, H.C., Hsieh, Y.H., Li, Y.C. and Lee, M. 2005, Relationship marketing and consumer switching behavior. Jour-nal of Business Research, 57, 437-444.

[10] Dehdashti, S.H., Zohre, S.M., Kojoor and H.R. 2012, Factors influencing brand equity of the insurance companies look at customers. Insurance Journal, 27, 77-95

[11] Farquhar, P., Han, J.K. and Lriji, D. 1991, Recognizing and Measuring Brand Assets. Cambridge: Marketing Science Institute, Report. p91-119.

[12] Ferrell, O.C., Tracy, L., Gonzalez-Padron, G., Tomas, M. and Hult, MI. 2010, From market orientation to stake-holder orientation. Journal of Public Policy and Marketing, 29(1), 93-96.

[13] Gordon, A.L. 2002, Managing brand equity. The Journal of Brand Management, 14(3), 10-12. International Review of Management and Marketing | Vol 7, Issue 5, 2017: 163

[14] Gronroos, C. 1994. From Marketing Mix to Relationship Marketing toward a paradigm shift in Marketing. Management Decision, Vol. 32(2): 4-20.

[15] Gronroos, C. 2004. The Relationship Marketing Process: Communication, Interaction, Dialogue Value. Journal of Business and Industrial Marketing, Vol. 19(2): 99-113.

[16] Gruen, T.W. 1997, Relationship marketing: The route to marketing efficiency and effectiveness. Business Hori-zons, 30, 8-32.

[17] Gummesson, E. 1996. Relationship Marketing and Imaginary Organisations: A Systhesis, European Journal of Marketing, Vol. 30(2), 31-44.

[18] Gummesson, E. 2003. Total Relationship Marketing. Business Seminar ICRM 2003. University of Gloustershire, Cheltenham. UK.

[19] Hallen, Lars, Jan Johanson dan Nazeem Seyed-Mohamed. 1991. Interfirm Adaptation in Business Relationships. Journal of Marketing, Vol.55(2):29-37.

[20] Hau, L.N., Ngo, L.V. 2012, Relationship marketing in Vietnam: An empirical study Asia Pacific Journal of Market-ing and Logistics, 24(2), 222-235.

[21] Hur, W.M., Park, J. and Kim, M. 2010. The role of commitment on the customer benefits-loyalty relationship in mobile service industry. The Service Industries Journal, 30(14), 2293-2309.

[22] Keller, K.L., Parameswaran, M.G. and Jacob, I. 2011. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. India: Pearson Education Limited.

[23] Kotler, F. and Keller, K. 2008. Marketing Management. New York: The Free Press. p50-60

[24] Macmillan, K., Money, K., Money, A. and Downing, S. 2005, Relationship marketing in the not for profit sector: An extension and application of the commitment trust theory. Journal of Business Research, 58, 806-818.

[25] Maxim, A. 2009. Relationship Marketing – A New Paradigm in Marketing Theory and Practice.”Al I. Cuza” Univer-sity of Iasi, Faculty of Economics and Business Administration. Rumania.

[26] Morgan, R.M dan S.D. Hunt. 1994. The Commitment-Trust Theory of Relationship Marketing. Journal of Market-ing Vol. 58: 20-38.

[27] Ndubisi, N.O. dan Wah, C.K. 2005. Factorial and discriminant Analyses of the underpinning of relationship mar-keting and customer satisfaction. International journal of bank marketing, Vol. 23(7): 542-557.

[28] Racela, O.C., Chaikittisilpa, C. and Thoumrungroje, A. 2007. Market orientation, international business relation-ships and perceived export performance. International Marketing Review, 24(2), 144-163.

[29] Rashid, T. 2003. Relationship marketing: Case studies of personal experiences of eating out. British Food Journal, 15(10), 742-750.

[30] Romero, M., Giner, E. and Sanchez, C. 2014, Relationship marketing management: Its importance in private label extension. Journal of Business Research, 67, 667-672.

[31] Rust, R.T., Lemon and K., Zeithaml, V. 2001, Modeling Customer Equity. Cambridge, MA: Marketing Science Insti-tute. p1-108.

[32] Sin, L.Y.M., Tse, A.C.B., Yau, O.H.M., Chow, R.P.M., Lee, J.S.Y. and Lau, L.B.Y. 2005. Relationship marketing orien-tation: Scale development and cross culture validation. Journal of Business Research, 58(3), 185-194.

[33] Taleghani, M., Biabani, S., Gilaninia, S., Rahbarinia, S.A. and Mousavian, S.J. 2011. The relationship between cus-tomer satisfaction and relationship marketing benefits. Arabian Journal of Business and Management Review, 1(3), 78-86.

[34] Wang, Jau-Shyong. 2009. Trust and Relationship Commitment between direct selling distributors and Custom-ers. African Journal of Business Management Vo.3 (12), pp. 862-870.

[35] Yadin, P. 2002, International Dictionary of Marketing. New York: Kogan. p52-3.

[36] Zeithaml, V.A, Mary Jo, B and Dwayne, D.G. 2009. Services Marketing: Integrating Customer Focus Across the Firm, Ed ke-5. McGraw Hill.

URL : http://www.globalscientificjournal.com/journal_volume7_issue9_September_2019_edition_p4.html

Document

back

@official_unpak	@unpak
@unpak	UNPAK TV

Welcome Repository Universitas Pakuan

Student's Achievments

Unggul, Mandiri & Berkarakter

Detail Karya Ilmiah Dosen

Sufrin Hannan

Judul	:	Analysis Relationship Marketing Orientation (RMO) and Brand Equity in B2B Market
Abstrak	:	Transaction based marketing has dominated the marketing world for more than four decades. With the globalization of business today, there has been a change in trend from the marketing paradigm of using marketing mix to Relationship Marketing. The focus of Relationship Marketing is to maintain a mutually beneficial relationship between sellers and buyers. The purpose of this review is to look at the relationship between Relationship Marketing Orientation (MRO) and Brand Equity. Based on the literature review, there are 3 keys to driving Relationship Marketing, namely: Brand equity, Value and Relationship Equity where brand equity has a more important role than the others because it creates competitiveness. The Relationship Marketing Orientation component has a positive effect on Brand Equity. Based on this and systematic research on industrial markets or business-to-business (B2B) markets that mostly use the concept of relationship marketing orientation. Models and hypotheses are made that the component of Relationship Marketing are trust, bonding, communication, shared values and empathy on B2B markets have a positive effect on brand equity. GSJ: Volume 7, Issue 9, September 2019 ISSN 2320-9186
Tahun	:	2019	Media Publikasi	:	Jurnal Internasional
Kategori	:	Jurnal	No/Vol/Tahun	:	GSJ Issue 9 / 7 / 2019
ISSN/ISBN	:	2320-9186
PTN/S	:	Universitas Pakuan	Program Studi	:	MANAJEMEN
Bibliography	:	Refereces [1] Aaker, D. 1996. Measuring brand equity across markets and products. California Management Review, 38(3), 102-120. [2] Alrubaiee, L. and Al-Nazer, N. 2010. Investigate the impact of relationship marketing orientation on customer loyalty: The customer’s perspective. International Journal of Marketing Studies, 2(1), 155-173. [3] Anderson, J.C, H. Hakansson and J. Johanson. 1994. Dyadic Business Relationships Within a Business Network Context. Journal of Marketing, Vol. 58(4):1-15. [4] Arndt, J. 1979. Toward a concept of domesticated markets. Journal of Marketing, Vol.43(4):69-75. [5] Bensaou, M and N. Ventkatraman. 1995. Configurations of Interorganizational Relationships: A Comparison be-tween U.S. dan Japanese Automakers. Management Science, Vol. 41(9):1471-1492. [6] Berry, L.L. 1983. “Relationship Marketing”: Emerging Perspectives of Services Marketing (25-28), Chicago, IL: American Marketing Association. [7] Burmann, C., Jost-Benz, M. and Riley, N. 2009, Towards an identity-based brand. Journal of Business Research, 62, 90-103. [8] Chang, A. and Tseng, C. 2005, Building customer capital through relationship marketing activities-a case of Tai-wanese multilevel marketing companies. Journal of Intellectual Capital, 6(2), 253-266 [9] Chiu, H.C., Hsieh, Y.H., Li, Y.C. and Lee, M. 2005, Relationship marketing and consumer switching behavior. Jour-nal of Business Research, 57, 437-444. [10] Dehdashti, S.H., Zohre, S.M., Kojoor and H.R. 2012, Factors influencing brand equity of the insurance companies look at customers. Insurance Journal, 27, 77-95 [11] Farquhar, P., Han, J.K. and Lriji, D. 1991, Recognizing and Measuring Brand Assets. Cambridge: Marketing Science Institute, Report. p91-119. [12] Ferrell, O.C., Tracy, L., Gonzalez-Padron, G., Tomas, M. and Hult, MI. 2010, From market orientation to stake-holder orientation. Journal of Public Policy and Marketing, 29(1), 93-96. [13] Gordon, A.L. 2002, Managing brand equity. The Journal of Brand Management, 14(3), 10-12. International Review of Management and Marketing \| Vol 7, Issue 5, 2017: 163 [14] Gronroos, C. 1994. From Marketing Mix to Relationship Marketing toward a paradigm shift in Marketing. Management Decision, Vol. 32(2): 4-20. [15] Gronroos, C. 2004. The Relationship Marketing Process: Communication, Interaction, Dialogue Value. Journal of Business and Industrial Marketing, Vol. 19(2): 99-113. [16] Gruen, T.W. 1997, Relationship marketing: The route to marketing efficiency and effectiveness. Business Hori-zons, 30, 8-32. [17] Gummesson, E. 1996. Relationship Marketing and Imaginary Organisations: A Systhesis, European Journal of Marketing, Vol. 30(2), 31-44. [18] Gummesson, E. 2003. Total Relationship Marketing. Business Seminar ICRM 2003. University of Gloustershire, Cheltenham. UK. [19] Hallen, Lars, Jan Johanson dan Nazeem Seyed-Mohamed. 1991. Interfirm Adaptation in Business Relationships. Journal of Marketing, Vol.55(2):29-37. [20] Hau, L.N., Ngo, L.V. 2012, Relationship marketing in Vietnam: An empirical study Asia Pacific Journal of Market-ing and Logistics, 24(2), 222-235. [21] Hur, W.M., Park, J. and Kim, M. 2010. The role of commitment on the customer benefits-loyalty relationship in mobile service industry. The Service Industries Journal, 30(14), 2293-2309. [22] Keller, K.L., Parameswaran, M.G. and Jacob, I. 2011. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. India: Pearson Education Limited. [23] Kotler, F. and Keller, K. 2008. Marketing Management. New York: The Free Press. p50-60 [24] Macmillan, K., Money, K., Money, A. and Downing, S. 2005, Relationship marketing in the not for profit sector: An extension and application of the commitment trust theory. Journal of Business Research, 58, 806-818. [25] Maxim, A. 2009. Relationship Marketing – A New Paradigm in Marketing Theory and Practice.”Al I. Cuza” Univer-sity of Iasi, Faculty of Economics and Business Administration. Rumania. [26] Morgan, R.M dan S.D. Hunt. 1994. The Commitment-Trust Theory of Relationship Marketing. Journal of Market-ing Vol. 58: 20-38. [27] Ndubisi, N.O. dan Wah, C.K. 2005. Factorial and discriminant Analyses of the underpinning of relationship mar-keting and customer satisfaction. International journal of bank marketing, Vol. 23(7): 542-557. [28] Racela, O.C., Chaikittisilpa, C. and Thoumrungroje, A. 2007. Market orientation, international business relation-ships and perceived export performance. International Marketing Review, 24(2), 144-163. [29] Rashid, T. 2003. Relationship marketing: Case studies of personal experiences of eating out. British Food Journal, 15(10), 742-750. [30] Romero, M., Giner, E. and Sanchez, C. 2014, Relationship marketing management: Its importance in private label extension. Journal of Business Research, 67, 667-672. [31] Rust, R.T., Lemon and K., Zeithaml, V. 2001, Modeling Customer Equity. Cambridge, MA: Marketing Science Insti-tute. p1-108. [32] Sin, L.Y.M., Tse, A.C.B., Yau, O.H.M., Chow, R.P.M., Lee, J.S.Y. and Lau, L.B.Y. 2005. Relationship marketing orien-tation: Scale development and cross culture validation. Journal of Business Research, 58(3), 185-194. [33] Taleghani, M., Biabani, S., Gilaninia, S., Rahbarinia, S.A. and Mousavian, S.J. 2011. The relationship between cus-tomer satisfaction and relationship marketing benefits. Arabian Journal of Business and Management Review, 1(3), 78-86. [34] Wang, Jau-Shyong. 2009. Trust and Relationship Commitment between direct selling distributors and Custom-ers. African Journal of Business Management Vo.3 (12), pp. 862-870. [35] Yadin, P. 2002, International Dictionary of Marketing. New York: Kogan. p52-3. [36] Zeithaml, V.A, Mary Jo, B and Dwayne, D.G. 2009. Services Marketing: Integrating Customer Focus Across the Firm, Ed ke-5. McGraw Hill.
URL	:	http://www.globalscientificjournal.com/journal_volume7_issue9_September_2019_edition_p4.html