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

Nathan Vincent; Cynthia Webster

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

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Abstract

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 language	English
Title of host publication	EMAC 38th Conference
Subtitle of host publication	Audencia Nantes, France, 26-29 May 2009 : conference proceedings : marketing and the core disciplines: rediscovering references?
Editors	Jean-Pierre Helfer, Jean-Louis Nicolas
Place of Publication	Nantes, France
Publisher	Audencia Nantes, School of Management
Number of pages	8
Publication status	Published - 2009
Event	European Marketing Academy Conference (38th : 2009) - Nantes, France Duration: 26 May 2009 → 29 May 2009

Conference

Conference	European Marketing Academy Conference (38th : 2009)
City	Nantes, France
Period	26/05/09 → 29/05/09

Cite this

Vincent, Nathan ; Webster, Cynthia. / Relationship marketing in membership associations : qualitative findings from a wine club. EMAC 38th Conference: Audencia Nantes, France, 26-29 May 2009 : conference proceedings : marketing and the core disciplines: rediscovering references?. editor / Jean-Pierre Helfer ; Jean-Louis Nicolas. Nantes, France : Audencia Nantes, School of Management, 2009.

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title = "Relationship marketing in membership associations: qualitative findings from a wine club",

abstract = "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{\textquoteright}s expertise were essential in strong relationships. Moreover, results indicated affective commitment and relationship quality to be key factors in member retention and advocacy.",

author = "Nathan Vincent and Cynthia Webster",

year = "2009",

language = "English",

editor = "Jean-Pierre Helfer and Jean-Louis Nicolas",

booktitle = "EMAC 38th Conference",

publisher = "Audencia Nantes, School of Management",

note = "European Marketing Academy Conference (38th : 2009) ; Conference date: 26-05-2009 Through 29-05-2009",

}

Vincent, N & Webster, C 2009, Relationship marketing in membership associations: qualitative findings from a wine club. in J-P Helfer & J-L Nicolas (eds), EMAC 38th Conference: Audencia Nantes, France, 26-29 May 2009 : conference proceedings : marketing and the core disciplines: rediscovering references?. Audencia Nantes, School of Management, Nantes, France, European Marketing Academy Conference (38th : 2009), Nantes, France, 26/05/09.

Relationship marketing in membership associations : qualitative findings from a wine club. / Vincent, Nathan; Webster, Cynthia.

EMAC 38th Conference: Audencia Nantes, France, 26-29 May 2009 : conference proceedings : marketing and the core disciplines: rediscovering references?. ed. / Jean-Pierre Helfer; Jean-Louis Nicolas. Nantes, France : Audencia Nantes, School of Management, 2009.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

T1 - Relationship marketing in membership associations

T2 - European Marketing Academy Conference (38th : 2009)

AU - Vincent, Nathan

AU - Webster, Cynthia

PY - 2009

Y1 - 2009

N2 - 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.

AB - 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.

M3 - Conference proceeding contribution

BT - EMAC 38th Conference

A2 - Helfer, Jean-Pierre

A2 - Nicolas, Jean-Louis

PB - Audencia Nantes, School of Management

CY - Nantes, France

Y2 - 26 May 2009 through 29 May 2009

ER -

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

Abstract

Conference

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