Understanding Relationship Marketing and Loyalty Program Effectiveness in Global Markets

Relationship marketing (RM) and loyalty programs (LPs) are key differentiation strategies for firms facing increasing global competition. Accordingly, global interest in RM and LPs has surged, though researchers examining these marketing activities typically apply U.S.-centric frameworks to internat...

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Bibliographic Details
Published inJournal of international marketing (East Lansing, Mich.) Vol. 23; no. 3; pp. 1 - 21
Main Authors Beck, Joshua T., Chapman, Kelly, Palmatier, Robert W.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.01.2015
SAGE PUBLICATIONS, INC
Subjects
Competitive advantage
Culture
Effectiveness studies
Loyalty programs
Marketing
Relationship marketing
United States > US
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Summary:Relationship marketing (RM) and loyalty programs (LPs) are key differentiation strategies for firms facing increasing global competition. Accordingly, global interest in RM and LPs has surged, though researchers examining these marketing activities typically apply U.S.-centric frameworks to international research contexts. To understand how RM and LPs may be influenced by factors that distinguish global markets, this review offers a comprehensive framework of both RM and LP mechanisms and considers how cultural and developmental contingency factors may alter the effects of these mechanisms on seller performance. The results from this review produce eight propositions about where specific RM and LP strategies should be most effective. By considering these mechanisms jointly, the authors also simultaneously delineate RM and LP theories and broaden the scope of global research in both domains.
ISSN:1069-031X
1547-7215
DOI:10.1509/jim.15.0010