Marketing Principle #3 All Competitors React  Managing Relationship-based Sustainable Competitive Advantage Agenda



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MarketingStrategyChapter07-2.4

Empathetic Behaviors

  • Empathic behaviors are defined as having a greater likelihood to be influenced by perceptions of the seller’s position
  • Customers in a strong relationship may attribute service failures to external causes that the seller cannot control, which would reduce the impact of those failures on their purchase behaviors
  • Their sensitivity to and empathy for the seller’s difficult also may prevent them from imposing the price-reduction pressures that are common responses to service failures

Example: E-Commerce (China)

  • E-commerce is a fiercely competitive and growing market in China, with annual consumer spending of $540 billion and hundreds of notable players
  • Yet 61 percent of consumers are loyal mainly to just three firms: Taobao, JD, and Tmall
  • A recent report indicates that many of these loyal consumers remain open to receiving promotions from these e-commerce brands via e-mail or mobile messaging
  • They also are 19 percent more likely to visit their preferred brands’ websites, where they not only spend more but also are more forthcoming when it comes to sharing private information about their brand preferences

Agenda

  • Introduction
  • Relationship Marketing Strategy
  • Managing Relationship-Based Sustainable Competitive Advantage
  • Takeaways

Power of Gratitude and Reciprocation

  • “The sentiment which most immediately and directly prompts us to reward, is gratitude.”
  • Evolutionary psychologists show gratitude and reciprocity have some heredity basis and argue that it provides individuals’ competitive advantage
    • Enforced by positive (pleasure) and negative emotions (guilt)
    • Punishment of moocher, ingrate, welsher
    • Coke/raffle tickets, Krishna flower, 3-to-1 returns
  • Gratitude is a catalyst for starting relationships; leads to reciprocity norms (residual of gratitude)
  • Failure to feel gratitude sign of psychosis

(Emmons and McCullough 2004)
(Adam Smith 1790; (Palmatier, Jarvis, Bechkoff, and Kardes 2009)

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