Deepali Singh

What Really Defines Relationship Marketing? A Review of Definitions and General and Sector-Specific Defining Constructs

This article aims to use content analysis to provide an overview of the existing academic literature on relationship marketing by summarising definitions and major defining constructs based on the previous research findings in this area. The authors have summarised 72 definitions along with 50 general defining constructs of relationship marketing. In addition, sector-specific defining constructs for the banking, insurance, and health care sectors have also been identified. This article bridges the gap in the existing relationship marketing literature by providing a comprehensive list of relationship marketing definitions and identifying major general as well as some sector-specific defining constructs along different industry verticals. The research papers reviewed came from selected databases, which limits the generalizability of the findings to the whole existing literature on relationship marketing. The review of the existing literature was done to reduce the time and efforts of present and future researchers in this area by providing a quick snapshot of the existing definitions and major defining constructs that constitute relationship marketing and specifically the sector-specific dimensions of banking, insurance, and health care.

Comparison of phenylephrine and norepinephrine in the management of dopamine-resistant septic shock.

Introduction: This study aims to compare two vasoconstrictors: – norepinephrine and phenylephrine – in the management of dopamine–resistant septic shock. Materials and Methods: We performed a randomized, prospective, controlled trial in 54 septic shock patients, with persistent hypotension despite adequate volume resuscitation and continued dopamine infusion ~25μg/kg/h. Patients were randomly allocated into two groups to receive either norepinephrine or phenylephrine infusion (n = 27 each) titrated to achieve a target of SBP > 90mm Hg, MAP > 75 mm Hg, SVRI > 1100 dynes.s/cm5m2, CI > 2.8 L/min/m2, DO2I > 550 ml/min/m2, and VO2I > 150 ml/min/m2 for continuous 6 h. All the parameters were recorded every 30 min and increment in dose of studied drug was done in the specified dose range if targets were not achieved. Data from pulmonary arterial and hepatic vein catheterization, thermodilution catheter, blood gas analysis, blood lactate levels, invasive blood pressure, and oxygen transport variables were compared with baseline values after achieving the targets of therapy. Differences within and between groups were analyzed using a one-way analysis of variance test and Fischers exact test. Results: No difference was observed in any of the investigated parameters except for statistically significant reduction of heart rate (HR) (P<0.001) and increase in stroke volume index (SVI) (P<0.001) in phenylephrine group as compared to nonsignificant change in norepinephrine group. Conclusions: Phenylephrine infusion is comparable to norepinephrine in reversing hemodynamic and metabolic abnormalities of sepsis patients, with an additional benefit of decrease in HR and improvement in SVI.

CRM Scale Development and Validation in Indian Public Hospitals

The aim of this paper is to develop a reliable and valid CRM (Customer relationship management) scale specifically catering to Indian public hospitals. An exhaustive review of literature on CRM was followed by depth interview and questionnaire survey. Exploratory factor analysis was followed by confirmatory factor analysis which was presented in three forms; the single factor model, covariance model and the structural model. The covariance model shows CRM in Indian public hospitals as a multidimensional construct comprising of factors namely tangibles, service quality, trust, availability and accessibility which is validated through the structural model. The findings of this study validate the long held belief that CRM is a multidimensional construct and serves as a critical success factor for performance enhancement. The proposed scale will help in identifying issues that contribute to CRM in Indian public hospitals and thereby formulating strategies accordingly, resulting in efficient (cost) and effective (outcomes) CRM practices. A fair amount of literature on Indian public hospitals dealt with identifying factors explaining the constructs of quality, value or satisfaction. But there is paucity of research pertaining to industry-specific CRM scale development and validation. This study is an attempt to bridge this gap in the existing literature.

Service level agreements in IP networks

This paper provides an overview of service level agreements (SLAs) in IP networks. It looks at the typical components of an SLA and identifies three common approaches that are used to satisfy SLAs in IP networks. The implications of using the approaches in the context of a network service provider, a hosting service provider, and an enterprise are examined. While most providers currently offer a static insurance approach toward supporting SLAs, the schemes that can lead to more dynamic approaches are identified.

PRM index: an innovative tool for measuring partner relational aspects in Indian automobile sector

This research work aims at developing a valid and authentic partner relationship management (PRM) index specific to Indian automobile industry. Review of existing literature reveals that majority of organisations have implemented PRM for building and maintaining value-laden relationship with their channel partners but no standard measure is available to evaluate how effectively PRM is being implemented and what can be the possible strategies one must formulate for utilising best benefits out of PRM practices. This study focuses on bridging this gap. Factors contributing towards PRM were identified through exhaustive review of literature followed by depth interview and questionnaire survey. A standard methodology for scale development is used followed by index development through case-based method. PRM has emerged as a multi-dimensional construct comprising factors namely, trust, collaboration, commitment, flexibility and knowledge management. The proposed index can be tested across other business and national contexts so as to judge its robustness. Effective use of PRM index will ultimately add value to the value chain of any company.

Clustering Value Drivers of Indian Telecom Customers - Pathway for Effective Strategy Formulation

In recent years, Indian telecom organizations are experiencing tremendous growth rate and are brimming up with immense potential. However, increased competition for more customers has forced these organizations to transform radically from what is ‘best produced’ to what the customer ‘perceives as the best’. The objective of this study thus, is to first explore various customer value drivers in the Indian telecommunications market. After identifying these through factor analysis using Principal Component Analysis Method and taking Eigen value greater than one, they are subjected to cluster analysis and the respondents are grouped based on their demographic profile. The objective of this analysis is to enable the telecom service providers to devise a suitable strategy based on the importance of a particular value driver from customer’s perspective. The results of cluster analysis reveal vital Information about the preference of a particular customer value driver for a particular demographic segment. This information may be vital for managers to cater more effectively to the needs of a particular cluster in a particular demographic segment; and thus enable them to improve their customer database resulting in larger profits.

PRM index: a customer satisfaction enhancement tool for Indian automobile sector

This study has proposed a Partner Relationship Management (PRM) index including the impact of relationship between manufacturers and channel partners on customers in Indian automobile sector. In-depth interviews and a standard methodology for scale development were followed by extensive literature review. Questionnaire survey of automobile customers, manufacturers and channel partners belonging to NCR and southern region of India was carried out. Initially for proposing PRM framework, a total of 330 responses were collected and analysed by carrying out factor analysis. Then for proposing PRM index, a case-based methodology was used, with a total of 91 (customers) and 53 (employees of automobile organisations) responses. The major factors identified include trust, commitment enhancement, customer intimacy, relationship enhancement and customer orientation. The proposed index will help in judging the impact of services on customers and possible areas for improvement with prime motive of enhancing the customer satisfaction scores on a continual basis.

PRM Scale: An Innovative Tool for Indian Automobile Sector

The research study aims at developing a reliable partner relationship management (PRM) scale specific to Indian automobile sector. The review of literature on PRM has revealed a need to develop such scale for more effective implementation of PRM practices with sound value-laden relationship between the manufacturer and the channel partners. Literature review is followed by questionnaire development through depth interview with some of the automobile manufacturers and channel partners belonging to the northern and southern regions of India. A questionnaire survey was carried out and a standard methodology was used consisting of exploratory and confirmatory factor analysis for analyzing data and ultimately for scale development. Findings of the study revealed PRM as a multidimensional construct comprising five factors, namely organizational structure, trust, commitment, customization and market orientation. These factors should be given the utmost importance for relationship enhancement among channel partners specifically in the Indian automobile sector. The novelty of the research work lies in proposing a reliable and valid measurement instrument for enhancing PRM effectiveness.

CRM index: an effective weapon for relationship enhancement

A reliable and valid CRM (customer relationship management) index is developed in this paper. A standard methodology for scale development was followed; further to this the CRM index is developed through a case based method along with the customer and service provider weights. The findings clearly depict CRM as a multidimensional construct comprising factors namely claim payment security, knowledge about products, personalisation, transparency in product selling and service quality. A fair amount of literature on the Indian insurance sector dealt with identifying factors explaining the constructs of quality, value and satisfaction. But there is a paucity of research pertaining to industry-specific CRM index specifically catering to the Indian insurance sector. The proposed index will help in identifying issues that contribute to CRM and thereby formulating strategies accordingly, resulting in effective and efficient practices. The scores from organisational as well as customers perspectives can be calculated so as to get newer insights.

Global brand's strategies for Ethical Brand Positioning in cross-cultural environment: an Indian context

Every culture has its own uniqueness in terms of variability of beliefs, ethics and value system. This article is the result of research work on Ethical Brand Positioning (EBP) in cross-cultural environment. The work starts with the basic premise that brands in the global environment are facing various cultures, and cross-cultural variability is affecting their brand positioning. Brands need an adaptation framework in reference to the culture in which they operate. Brand positioning elements interact with various variables of culture. This interaction demands an adaptive response from the brand, if the brand positioning has to be contextual and in tune with the culture then the brand positioning variables has to interact, adapt and respond to the cultural variables in which the brand is operating. Four global brands operating in Indian context are taken and a generic stepwise prescriptive strategic framework is suggested for cross-cultural adaptation of EBP.