Relationship marketing in membership associations: qualitative findings from a wine club

Nathan Vincent, Cynthia Webster

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


Studies into Relationship Marketing (RM) have resulted in a range of conclusions, which are attributed to the different exchange contexts, strategies and constructs used for analysis (Palmatier et al. 2006). This study explores RM within a membership association to gain insights into membership maintenance, customer advocacy and association performance. Six focus groups with members from an Australian wine club were conducted. Satisfaction of membership benefits, including convenient delivery of quality wine, and confidence in the association’s expertise were essential in strong relationships. Moreover, results indicated affective commitment and relationship quality to be key factors in member retention and advocacy.
Original languageEnglish
Title of host publicationEMAC 38th Conference
Subtitle of host publicationAudencia Nantes, France, 26-29 May 2009 : conference proceedings : marketing and the core disciplines: rediscovering references?
EditorsJean-Pierre Helfer, Jean-Louis Nicolas
Place of PublicationNantes, France
PublisherAudencia Nantes, School of Management
Number of pages8
Publication statusPublished - 2009
EventEuropean Marketing Academy Conference (38th : 2009) - Nantes, France
Duration: 26 May 200929 May 2009


ConferenceEuropean Marketing Academy Conference (38th : 2009)
CityNantes, France


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