Ảnh hưởng của các chiến thuật marketing quan hệ tới mong đợi quyền được phục vụ đặc biệt của khách hàng

Hạnh Trần Thị Bích; Dũng Vũ Anh

doi:10.24311/jabes/2019.30.3.2

Authors

Hạnh Trần Thị Bích Đại học Việt Nhật, Đại học Quốc gia Hà Nội Author
Dũng Vũ Anh Đại học Việt Nhật, Đại học Quốc gia Hà Nội Author

DOI:

https://doi.org/10.24311/jabes/2019.30.3.2

Keywords:

Relationship marketing tactics, Customer entitlement, Email, Tangible rewards, Interpersonal communication, Preferential treatment

Abstract

This study aims to evaluate the effects of business relationship marketing tactics including using emails/messages, tangible rewards, interpersonal communication, and preferential treatment on customer entitlement. Data were collected through a questionnaire on 283 customers of 12 cosmetics stores and spas in Hanoi. The results indicate that emailing/messaging does not have a significant impact on customer entitlement. However, tangible rewards, interpersonal communication, and preferential treatment significantly have an influence on customer entitlement. In summary, this study concludes with valuable implications for managing customer relations for enterprises and recommendations of potential directions for future research,

References

Albrecht, A. K., Walsh, G., & Beatty, S. E. (2016). Perceptions of group versus individual service failures and their effects on customer outcomes: The role of attributions and customer entitlement. Journal of Service Research, 20(2), 188−203.

Barone, M. J., & Roy, T. (2010). Does exclusivity always pay off? Exclusive price promotions and consumer response. Journal of Marketing, 74(2), 121–132.

Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7–27.

Boyd III, H. C., & Helms, J. E. (2005). Consumer entitlement theory and measurement. Psychology & Marketing, 22(3), 271−286.

Campbell, W. K., Bonacci, A. M., Shelton, J., Exline, J. J., & Bushman, B. J. (2004). Psychological entitlement: Interpersonal consequences and validation of a self-report measure. Journal of Personality Assessment, 83(1), 29−45.

de Wulf, K., Odekerken-Schroder, G., & Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65(4), 33−50.

Drèze, X., & Nunes, J. C. (2009). Feeling superior: The impact of loyalty program structure on consumers' perceptions of status. Journal of Consumer Research, 35(6), 890–905.

Feather, N. T. (2003). Distinguishing between deservingness and entitlement: Earned outcomes versus lawful outcomes. European Journal of Social Psychology, 33(3), 367–385.

Ferrell, O. and Hartline, M. (2014). Marketing Strategy. Mason, OH: South-Western/Cengage Learning.

Fisk, G. M., & Neville, L. B. (2011). Effects of customer entitlement on service workers’ physical and psychological well-being: A study of waitstaff employees. Journal of Occupational Health Psychology, 16(4), 391−405.

Huang, M. H. (2014). The influence of relationship marketing investments on customer gratitude in retailing. Journal of Business Research, 68(6), 1318−1323.

Jordan, P. J., Ramsay, S., & Westerlaken, K. M. (2016). A review of entitlement. Organizational Psychology Review, 7(2), 122–142.

Lacey, R., Suh, J., & Morgan, R. M. (2007). Differential effects of preferential treatment levels on relational outcomes. Journal of Service Research, 9(3), 241−256.

Li, X., Ma, B., & Zhou, C. (2017). Effects of customer loyalty on customer entitlement and voiced complaints. The Service Industries Journal, 37(13−14), 858−874.

Marshall, G. W., & Johnston, M. W. (2015). Marketing Management (2nd ed.). New York, NY: McGraw-Hill Education.

Martin, B. A. S., Jin, H. S., & Trang, N. V. (2016). The entitled tourist: The influence of psychological entitlement and cultural distance on tourist judgments in a hotel context. Journal of Traval & Tourism Marketing, 34(1), 99−112.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20−38.

Nguyen, H., Groth, M., Walsh, G., & Hennig-Thurau, T. (2014). The impact of service scripts on customer citizenship behavior and the moderating role of employee customer orientation. Psychology & Marketing, 31(12), 1096−1109.

Peng, L. Y., & Wang, Q. (2006). Impact of Relationship Marketing Tactics (RMTs) on

switchers and stayers in a competitive service industry. Journal of Marketing Management, 22(1−2), 25−59.

Raskin, R., & Terry, H. (1988). A principal components analysis of the narcissistic personality inventory and further evidence of its construct validity. Journal of Personality and Social Psychology, 54(5), 890−902.

Schank, R., & Abelson, R. (1977). Scripts, Plans Goals and Understanding: An Inquiry into Human Knowledge Structures. Hillsdale, NJ: Erlbaum.

Strong, C. A., & Martin, B. A. S. (2014). Effects of perspective taking and entitlement on consumers. Journal of Business Research, 67(9), 1817−1823.

Webster, C., & Sundaram, D. (2009). Effect of service provider's communication style on customer satisfaction in professional services setting: The moderating role of criticality and service nature. Journal of Services Marketing, 23(2), 103−113.

Wetzel, H. A., Hammerschmidt, M., & Zablah, A. R. (2014). Gratitude versus entitlement: A dual process model of the profitability implications of customer prioritization. Journal of Marketing, 78(2), 1−19.

Zboja, J. J., Laird, M. D., & Bouchet, A. (2016). The moderating role of consumer entitlement on the relationship of value with customer satisfaction. Journal of Consumer Behavior, 15(3), 216−224.