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首页> 外文期刊>Journal of Business Research >Why customers won't relate: Obstacles to relationship marketing engagement
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Why customers won't relate: Obstacles to relationship marketing engagement

机译：客户为什么不联系：关系营销参与的障碍

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摘要

Due to the challenges associated with reaching consumers using traditional marketing approaches, firms increasingly rely on relational marketing tactics to increase customer patronage with the firm. Yet, consumers often actively avoid relational devices. Thus, firms have a heightened interest in factors that affect customer engagement in relationship marketing efforts. This research provides an empirical test of a model based on equity theory and previous findings regarding psychological engagement. The model predicts whether customers are willing to engage in different relational tactics offered by firms, measured by a formative, actionable Relationship Program Receptiveness (RPR) Index. The results indicate customer perceptions of the inconvenience and anticipated benefits, two factors controlled by the firm, affect RPR. In addition, customer factors, including general privacy concerns, involvement and shopping frequency, affect RPR. Managerially, the results suggest specific actions firms can take to increase the likelihood that consumers engage in relational marketing efforts.
机译：由于使用传统营销方法吸引消费者带来的挑战，公司越来越依赖于关系营销策略来增加客户对公司的支持。但是，消费者通常会积极避免使用关系型设备。因此，公司对影响客户参与关系营销工作的因素的兴趣日益浓厚。这项研究为基于公平理论和有关心理参与的先前发现的模型提供了实证检验。该模型可以预测客户是否愿意采用公司提供的不同关系策略，这些策略是通过形成性的，可行的关系项目接受度（RPR）指数来衡量的。结果表明，客户对不便和预期收益的感知是公司控制的两个因素，它们会影响RPR。此外，包括一般隐私问题，参与度和购物频率在内的客户因素也会影响RPR。从管理上讲，结果表明企业可以采取特定行动来增加消费者参与关系营销工作的可能性。

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