Verma et al. (2016): Does Relationship Marketing Matter in Online Retailing? A Meta-Analytic Approach
5 important questions on Verma et al. (2016): Does Relationship Marketing Matter in Online Retailing? A Meta-Analytic Approach
What are the two goals of the paper by Verma et al. (2016)?
- Extend the relationship marketing framework (domain: online retailing)
- Identify strategies for relationship building (with online customers)
What are the antecedents, mediators, moderators and consequences for online relationship marketing used in the paper by Verma et al. (2016)?
- One difference: Of the dyadic antecedents only communication and silimarity were taken into account
Of what factors is customer loyalty the consequence?
- Relationship satisfaction
- Relationship quality
- Trust
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Which three antecedents have the greatest impact and are the factors that marketers can control directly in order to build strong relationships with their consumers?
- Relationship similarity
- Seller expertise
- Relationship investment
What are the three key insights from the paper by Verma et al. (2016)?
- Similarity and seller expertise have the strongest impact on relational mediators
- Word of mouth was most strongly related to relationship marketing efforts
- It offers practical managerial implications to implement an online relationship marketing strategy
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