Palmatier et al. (2006): Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis
17 important questions on Palmatier et al. (2006): Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis
What is the purpose of the paper by Palmatier et al. (2006)?
What is Relationship Marketing (RM)?
On which two aspects is the effectiveness of RM depending?
- Specific RM strategy
- Exchange context
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What are the four central questions in the paper by Palmatier et al. (2006)?
- Which RM strategies are most effective for building customer relationships?
- What outcomes are most affected by customer relationships?
- Which moderators are most effective in influencing relationship-outcome linkages?
- How does the RM strategy → mediator → outcome linkage vary across different mediators?
In which three situations may relationships be more important for success of an exchange?
- Services
- Exchanges between channel partners
- If a working relationship is more critical
Will customers' judgement be stronger and more confidential based on the relationship with an individual of a firm of with the firm as a whole?
What aspects are part of the RM (Relationship Management) model?
What/who is the seller (with regards to RM)?
What are the four relational mediators in the relationship between RM efforts and firm performance?
- Commitment
- Trust
- Relationship satisfaction
- Relationship quality
What are the three groups of antecedents mentioned in the paper of Palmatier et al. (2006) about RM?
- Customer focused antecedents
- Relational benefits
- Dependence on seller
- Seller focused antecedents
- Relationship investment
- Seller expertise
- Dyadic antecedents
- Communication
- Similarity
- Relationship duration
- Interaction frequency
- Conflict
What are the three groups of consequences (outcomes) from RM efforts?
- Customer focused outcomes
- Expectation of continuity
- Word of mounth
- Customer loyalty
- Seller focused outcomes
- Seller objective performance
- Dyadic outcomes
- Cooperation
Explain the framework provided in the Palmatier et al. (2006) paper. What is the purpose of the framework?
- On the left, the antecendents (RM strategies) are displayed
- On te right, the consequences (outcomes) of RM efforts are displayed
- In the middle, the relational mediators are displayed which may explain the impact of RM on performance
- Below, the moderators are displayed
It is a framework to help managers and researchers improve the effectiveness of their efforts.
What are the key findings with regards to the antecedents (RM strategies)?
- RM strategies/antecedents are effective for generating strong relationships. Expertise and communication are most effective
- The negative impact of conflict is stronger than the positive effects of any other RM strategy
- Specific RM strategies appear most effective for strenghtening one aspect of a relationship
- Relationship benefits, customer dependency and similarity better for increasing commitment
- Relationship investment and frequency better for building trust
What are the key findings with regards to the outcomes of RM efforts?
- Relationship quality has the greatest influence on objective performance, and commitment has the least
- Relationship investment has a large and direct effect on seller objective performance, and an indirect mediated effect
- Dependence has a large and direct effect on seller objective performance, but a small impact on relational mediators
- Relationships have the greatest influence on cooperation and WOM and the least on objective performance
What are the key findings with regards to the moderators?
- RM is more effective when relationships are more critical to customers
- Customer relationships often have stronger effects on exchange outcomes when their target is an individual person then when it is a selling firm
Result: Which antecedent has the largest absolute impact on relational mediators?
What is the main conclusion of the paper by Palmatier et al. (2006)?
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