Customer Relationship in Startups Companies: An Analysis of Publications in Marketing
DOI:
https://doi.org/10.24023/FutureJournal/2175-5825/2020.v12i1.420Keywords:
Customer relationship, Startup, E-commerce, Systematic literature reviewAbstract
Objective: To identify the current direction of research on relationship marketing in the business to consumer (B2C) modality at virtual environments (internet and cell phone applications), focusing on startups companies, highlighting the main constructs, the methods and the evolution of research over the recent years.
Method: The research was developed by means of a systematic literature review, based on 62 articles selected from the Web of Science database, and a textual statistical analysis using the Iramuteq software.
Originality/Relevance: This research is relevant for the field of relationship marketing due to the relative novelty of the theme, and the scarcity of studies in the area, with its originality in pointing out several gaps for future studies, especially in relation to brand, mobile apps and fintechs (technology finance).
Results: The most prevalent themes in these studies were perceived quality, usefulness, ease of use and safety, and their relationship with customer satisfaction and loyalty.
Theoretical/methodological contributions: There is a gap in the field of customer relationship at online environment, since few studies have been dealing with issues related to customer service and relationship quality, especially in the context of startups.
Social contributions/to management: The deepening of the theme gives business managers from many segments, as well as relationship marketing professionals, the opportunity to get to know and reflect on the relationship between client and company and the means adopted as an interface for this relationship.
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References
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Ansari, A., & Riasi, A. (2016). Modelling and evaluating customer loyalty using neural networks: Evidence from startup insurance companies. Future Business Journal, 2(1), 15–30.
Artigas, E. M., Moraga, E. T., & Yrigoyen, C. C. (2014). Satisfaction: the determinant of tourist destination familiarity. RAE-REVISTA DE ADMINISTRACAO DE EMPRESAS.
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Blocker, C. P., Cannon, J. P., Panagopoulos, N. G., & Sager, J. K. (2012). The role of the sales force in value creation and appropriation: New directions for research. Journal of Personal Selling & Sales Management, 32(1), 15-27.
Camargo, B. V., & Justo, A. M. (2013). IRAMUTEQ : Um Software Gratuito para Análise de Dados Textuais IRAMUTEQ : A Free Software for Analysis of Textual Data. Temas de Pscologia, 21(2), 513–518.
Capelas, B., & Tozetto, C. (2016). Primeiro ‘unicórnio’ pode colocar Brasil no mapa global de startups. Recuperado 11 de abril de 2019, de https://link.estadao.com.br/noticias/geral,primeiro-unicornio-pode-colocar-brasil-no-mapa-global-de-startups.
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Chao, Y., Lee, G. Y., & Ho, Y. C. (2009). Customer Loyalty in Virtual Environments: An Empirical Study in e‐Bank. Computational Methods in Science and Engineering, Advances in Computational Science edited, 148(2), 497-500.
Chen, Y. S., & Chang, C. H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision.
Crocco, L., TELLES, R., GIOIA, R. M., ROCHA, T., & STREHLAU, V. I. (2006). Marketing: perspectivas e tendências. São Paulo: Saraiva, 4.
Davis, J., Kerrie Mengersen, Sarah Bennett, & Lorraiene Mazerolle. (2014). Viewing systematic reviews and meta-analysis in social research through different lenses. SpringerPlus, 3(1), 511.
Ehrenhard, M., Wijnhoven, F., Van den Broek, T., & Zinck Stagno, M. (2017). Unlocking how start-ups create business value with mobile applications: Development of an App-enabled Business Innovation Cycle. Technological Forecasting and Social Change, 115, 26–36.
Farias, S. A. de, & Santos, R. da C. (2000). Modelagem de equações estruturais e satisfação do consumidor: uma investigação teórica e prática. Revista de Administração Contemporânea, 4(3), 107–132.
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Gallego, M. D., Bueno, S., & López-Jiménez, D. (2016). Impact of B2C e-commerce codes of conduct on sales volume: lessons from the Spanish perspective. Journal of Business & Industrial Marketing, 31(3), 381–392.
Ganesan, S. (1994). Determinants of Long-Term in Buyer-Seller Orientation Relationships. The Journal of Marketing, 58(April), 1–19.
Gao, H., & Liu, D. (2014). Relationship of trustworthiness and relational benefit in electronic catalog markets. Electronic Markets, 24(1), 67–75.
Geyskens, I., Steenkamp, J., Scheer, L. k., & Kumar, N. (1996). The effects of trust and interdependence on relationship commitment: a trans-Atlantic study. International Journal of Research in Marketing, 13, 303–317.
Gosling, M., & Gonçalves, C. A. (2003). Modelagem por Equações Estruturais: Conceitos e Aplicações. FACES R. Adm.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230–247.
Huseynov, F., & Yıldırım, S. Ö. (2016). Internet users’ attitudes toward business-to-consumer online shopping. Information Development, 32(3), 452–465.
Kalaignanam, K., Kushwaha, T., & Rajavi, K. (2018). How Does Web Personalization Create Value for Online Retailers? Lower Cash Flow Volatility or Enhanced Cash Flows. Journal of Retailing, 94(3), 265–279.
Kananukul, C., Jung, S., & Watchravesringkan, K. (2015a). Building customer equity through trust in social networking sites: A perspective from Thai consumers. Journal of Research in Interactive Marketing, 9(2), 148–166.
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Kang, J.-W., & Namkung, Y. (2019). The role of personalization on continuance intention in food service mobile apps: A privacy calculus perspective. Journal of Contemporary Hospitality Management, 31(2), 734–752.
Kim, H. B., Kim, T., & Shin, S. W. (2009). Modeling roles of subjective norms and eTrust in customers’ acceptance of airline B2C eCommerce websites. Tourism Management, 30(2), 266–277.
Kim, M. J., Lee, C. K., & Chung, N. (2013). Investigating the Role of Trust and Gender in Online Tourism Shopping in South Korea. Journal of Hospitality & Tourism Research, 37(3), 377–401.
Kumar, V., Dalla, I., & Ganesh, J. (2013). Revisiting the Satisfaction – Loyalty Relationship : Empirical Generalizations and Directions for Future Research ଝ. Journal of Retailing, 89(3), 246–262.
Kushwaha, G. S., & Sharma, N. K. (2016). Green initiatives: A step towards sustainable development and firm’s performance in the automobile industry. Journal of Cleaner Production, 121, 116–129.
Landström, H., Harirchi, G., & Åström, F. (2012). Entrepreneurship: Exploring the knowledge base. Research Policy, 41(7), 1154-1181.
Lee, J., Ryu, M. H., & Lee, D. (2019). A study on the reciprocal relationship between user perception and retailer perception on platform-based mobile payment service. Journal of Retailing and Consumer Services, 48, 7–15.
Li, C. H., & Chang, C. M. (2016). The influence of trust and perceived playfulness on the relationship commitment of hospitality online social network-moderating effects of gender. International Journal of Contemporary Hospitality Management.
Lo, F. Y., & Campos, N. (2018). Blending Internet-of-Things (IoT) solutions into relationship marketing strategies. Technological Forecasting and Social Change, 137(September), 10–18.
Lu, Y., Yang, S., Chau, P. Y., & Cao, Y. (2011). Dynamics between the trust transfer process and intention to use mobile payment services: A cross-environment perspective. Information & management, 48(8), 393-403.
Luo, S.-F., & Lee, T.-Z. (2011). The Influence of Trust and Usefulness on Customer Perceptions of E-Service Quality. Social Behavior and Personality: an international journal, 39(6), 825–837.
Mallett, R., Hagen-Zanker, J., Slater, R., & Duvendack, M. (2012). The benefits and challenges of using systematic reviews in international development research. Journal of Development Effectiveness, 4(3), 445–455.
Marta, M., Chaves, N., & Paula, A. (2016). Use of the Software IRAMUTEQ in Qualitative Research: An Experience Report. Computer Supported Qualitative Research, 71, 39–48.
Thompson, F. M., Tuzovic, S., & Braun, C. (2019). Trustmarks: Strategies for exploiting their full potential in e-commerce. Business Horizons, 62(2), 237–247.
McKnight, D. H., Vivek Choudhury, & Charles Kacmar. (2002). Developing and Validating Trust Measures for e-Commerce: An Intergrative Typology. Information Systems Research, 13(3), 334–359.
Mittendorf, C. (2018). Collaborative consumption: the role of familiarity and trust among Millennials. Journal of Consumer Marketing, 35(4), 377–391.
Morgan, R. M., & Hunt, S. D. (1994). Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38.
Nadeem, S., Waseem-Ul-Hameed, Alvi, A. K., & Iqbal, J. (2018). Performance Indicators of E-Logistic System with mediating role of Information and Communication Technology (ICT). Journal of Applied Economics & Business Research, 8(4), 217–228.
Noort, G. Van, & Reijmersdal, E. A. Van. (2019). Branded Apps: Explaining Effects of Brands’ Mobile Phone Applications on Brand Responses. Journal of Interactive Marketing, 45, 16–26.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
Oliver. (1999). Whence Consumer Loyalty? The Journal of Marketing, 63(Journal Article), 33–44.
Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2016). What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and perceived convenience. International Journal of Information Management, 36(6), 1350–1359.
Pai, P. Y., & Tsai, H. T. (2011). How virtual community participation influences consumer loyalty intentions in online shopping contexts: An investigation of mediating factors. Behaviour and Information Technology, 30(5), 603–615.
Paivi, N. (2018). De zero a cinco 2018 foi o ano do boom de unicórnios brasileirosCom cinco startups que valem mais de. Recuperado 11 de abril de 2019, de https://www.gazetadopovo.com.br/economia/de-zero-a-cinco-2018-foi-o-ano-do-boom-de-unicornios-brasileiros-7djtjuaky4jhwdnd8sewv876a/
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70(4), 136–153.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality value loyalty chain: A research agenda. Journal of the academy of marketing science, 28(1), 168–174.
Richard, J. E., & Zhang, A. (2011). Journal of Marketing Management Corporate image , loyalty , and commitment in the consumer travel industry, (October 2012), 37–41.
Ringle, C. M., Silva, D. da, & Bido, D. (2014). Modelagem de Equações Estruturais com Utilização do SMARTPLS. Revista Brasileira de Marketing, 13(2), 56–73.
Rodrigues, R. B., Oliveira, R. T. A. de, & Souza, R. R. de. (2013). Startups Dirigidas à Inovação de Software : Da Universidade ao Mercado. In ERIPE - III Escola Regional de Informática de Pernambuco (Vol. 2, p. 162–169).
Sahi, G. K., Sekhon, H. S., & Quareshi, T. K. (2016). Role of trusting beliefs in predicting purchase intentions. International Journal of Retail & Distribution Management (Vol. 44).
Salanitri, D., Hare, C., Borsci, S., & Lawson, G. (2015). Human-Computer Interaction: Design and Evaluation, 9169(August).
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