TITLE

SITUATIONAL AND ENDURING INVOLVEMENT: IMPACT ON RELATIONSHIP MARKETING TACTICS

AUTHOR(S)
Rehman, Shams Ur; Shareef, Aamer; Ishaque, Amir
PUB. DATE
May 2012
SOURCE
Interdisciplinary Journal of Contemporary Research in Business;May2012, Vol. 4 Issue 1, p598
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Involvement is the important element to attract and satisfy the customers. Involvement also play role in attraction of customers attention towards the relationship marketing tactics. Previous research told about the whole impact of the involvement on Relationship Marketing tactics. But this study concentrate on the differential impact of both types of involvement (situational and Enduring) on the Relationship Marketing tactics because situational and enduring customers have different natures. Secondary data were collected from various databases to draw and proved the hypothesis. The results shows that enduring involvement has positive impact on the relationship marketing tactics and situational involvement also have positive impact on relationship marketing tactics. But it also proved that customers with enduring involvement have pay more energy, time, and resources to search or analyze a product or service, rather than short time served in the case of situational involvement. So enduring has stronger influence than situational. This research will contribute in a sense that managers can focused on the two different natures of customers like situational and enduring involve. Managers can easily increased and maintain their customers by targeting both of the types of involvement (situational and enduring). It will also help them choose the right relationship marketing tactics to gain the positive results. At the end the detail about limitation and future research are given.
ACCESSION #
77472224

 

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