Relationship marketing orientation and business performance in the financial services industry of Hong Kong

Luen On Tsui Gordon; Guilherme D. Pires; John Stanton; Maree Thyne; Kenneth R. Deans; Juergen Gnoth

Relationship marketing orientation and business performance in the financial services industry of Hong Kong

Luen On Tsui Gordon, Guilherme D. Pires, John Stanton, Maree Thyne, Kenneth R. Deans, Juergen Gnoth

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

![CDATA[Hong Kong, financial services industry managers’ perceptions of the importance of adopting a Relationship Marketing Orientation (RMO) strategy in their business, and their perceptions of its impact on business performance, are examined. The RMO construct and its components were validated and linked to alternative measures of business performance. Respondents believed that adoption of RMO was important for improving their business performance, especially Return on Investment. The elements of RMO, although interdependent, differed in their importance, suggesting that an RMO needs to be crafted carefully.]]

Original language	English
Title of host publication	Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007
Publisher	University of Otago
Number of pages	8
ISBN (Print)	9781877156299
Publication status	Published - 2007
Event	Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → …

Conference

Conference	Australian and New Zealand Marketing Academy Conference
Period	1/12/13 → …

Keywords

relationship marketing
success in business
rate of return
perception
financial services industry
Hong Kong

Cite this

@inproceedings{226a1ffc97d54ff7b4ff2eb8b9f9323b,

title = "Relationship marketing orientation and business performance in the financial services industry of Hong Kong",

abstract = "![CDATA[Hong Kong, financial services industry managers{\textquoteright} perceptions of the importance of adopting a Relationship Marketing Orientation (RMO) strategy in their business, and their perceptions of its impact on business performance, are examined. The RMO construct and its components were validated and linked to alternative measures of business performance. Respondents believed that adoption of RMO was important for improving their business performance, especially Return on Investment. The elements of RMO, although interdependent, differed in their importance, suggesting that an RMO needs to be crafted carefully.]]",

keywords = "relationship marketing, success in business, rate of return, perception, financial services industry, Hong Kong",

author = "Gordon, {Luen On Tsui} and Pires, {Guilherme D.} and John Stanton and Maree Thyne and Deans, {Kenneth R.} and Juergen Gnoth",

year = "2007",

language = "English",

isbn = "9781877156299",

booktitle = "Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007",

publisher = "University of Otago",

note = "Australian and New Zealand Marketing Academy Conference ; Conference date: 01-12-2013",

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TY - GEN

T1 - Relationship marketing orientation and business performance in the financial services industry of Hong Kong

AU - Gordon, Luen On Tsui

AU - Pires, Guilherme D.

AU - Stanton, John

AU - Thyne, Maree

AU - Deans, Kenneth R.

AU - Gnoth, Juergen

PY - 2007

Y1 - 2007

N2 - ![CDATA[Hong Kong, financial services industry managers’ perceptions of the importance of adopting a Relationship Marketing Orientation (RMO) strategy in their business, and their perceptions of its impact on business performance, are examined. The RMO construct and its components were validated and linked to alternative measures of business performance. Respondents believed that adoption of RMO was important for improving their business performance, especially Return on Investment. The elements of RMO, although interdependent, differed in their importance, suggesting that an RMO needs to be crafted carefully.]]

AB - ![CDATA[Hong Kong, financial services industry managers’ perceptions of the importance of adopting a Relationship Marketing Orientation (RMO) strategy in their business, and their perceptions of its impact on business performance, are examined. The RMO construct and its components were validated and linked to alternative measures of business performance. Respondents believed that adoption of RMO was important for improving their business performance, especially Return on Investment. The elements of RMO, although interdependent, differed in their importance, suggesting that an RMO needs to be crafted carefully.]]

KW - relationship marketing

KW - success in business

KW - rate of return

KW - perception

KW - financial services industry

KW - Hong Kong

UR - http://handle.uws.edu.au:8081/1959.7/40980

M3 - Conference Paper

SN - 9781877156299

BT - Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007

PB - University of Otago

T2 - Australian and New Zealand Marketing Academy Conference

Y2 - 1 December 2013

ER -

Relationship marketing orientation and business performance in the financial services industry of Hong Kong

Abstract

Conference

Keywords

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