ANÁLISIS DE LA ENCUESTA DIRIGIDA A LOS ESTUDIANTES

An application of consumer behaviour theory must be sought if any sense of the practice of CH is to be understood. When seeking to explain the influence that CH has on individuals, implicit in that is the contention that correlations may be drawn between attitude and behaviour that consequently are reflected in purchase intention and loyalty to a brand and that the stated changes are due at least in part to CH.

Why consumers act the way they do has been examined in detail in the research of Azjen and Fishbein (1975), defining this in their theory of reasoned action. Predicting consumer intentions and the extension of this research through examining the links between attitude and behaviour, Azjen (1991) produced a model that can be applied to the manner in which CH influences brand attitude and purchase behaviour. Maslow’s

The Hierarchy of Needs (1954), McClelland’s Needs theory (1961) and Alderfer’s ERG

theory (1972), all motivational content theories, apply to this study especially in the decision to accept or decline an invitation to attend a CH event. All theories represent the human need to seek recognition, status and prestige as well as a sense of belonging or affiliation. Additional support lies in Sigmund Freud’s description of the human Ego (Yakelovich & Barrett 1971). CH can offer an entrée to an exclusive club (Buchanann 1965), confer privilege and build social capital for guests while allowing the host to control the advantage bestowed. The motivational processes involve both extrinsic rewards, through the offer to attend an exclusive event, as well as intrinsic rewards such as access to the social milieu that attendance affords. It is evident that CH is not limited to just customers. Employees, media, politicians, celebrities and suppliers are all

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stakeholder groups (Davidson & Cope 2003) that may attend for a variety of reasons. These reasons include expectancy described by Vroom (1964) or non-monetary fringe benefits suggested by O’Hagan and Harvey (2000) whose research was based on Hygiene factors identified by Herzberg (1959).

In terms of how an attendance at an event influences behaviour is the subject of this research. As basic attitudes are formed through our formative years from family and social groups, it is not until adulthood where more refined attitudes are forged. In B2B markets it is the intention of the selling organisation to engender favourable attitudes towards its products and services. Once an attitude has been established in the mind of the buyer it is often difficult to alter. Therefore, ensuring a positive attitude to a brand or organisation is a critical process in establishing custom and loyalty. It is clear that CH can be applied at any stage of a consumer decision process whether the buyer is an established client or prospect.

Purchase decisions are often made after a screening of potential alternatives and may occur over a variable time frame. With industrial or business to business channels, the length of time and screening process varies dependent upon whether the purchase is for a new purchase, re-purchase or modified re-purchase and the strength of the relationship established between vendor and buyer.

Often in an industrial buying process, those employees charged with procurement may not behave entirely rationally when selecting products or services. This satisficing behaviour (Simon 1947) refers to the behaviour buyers’ exhibit when seeking a solution from a range of alternatives that may meet one or more criteria but may not be optimal against a range of preferences or objectives. Hence, the role CH plays in influencing individuals in the context of a purchasing cycle may be explained in this way. Whether the effect of CH leads to insufficient examination of alternatives through less time in screening or the narrowing of a field of worthy contenders by a buyer, each action would benefit the firm more closely engaged with its customer.

Organisational buying tends to be less emotional than many consumer decisions to purchase (Schiffman et al. 2001). However, similarities do exist because both entail human involvement in the intention to purchase.

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Most organisations have specific objectives for their purchases, which may be to improve efficiency or lower costs with each of these outcomes designed to increase performance. When faced with an organisational buying process, the seller needs to focus on selling benefits. This can be done by firstly ensuring that the stated aims of the purchase will be delivered and secondly through assisting the purchasing organisation in delivering the aforementioned aims. Consequently, it is essential that the selling firm makes an emotional connection with the decision makers and influencers of the buying firm through appealing to personal, emotional or psychological needs, fostering rapport. If the company makes a first time purchase from the vendor there may exist several barriers to trade. A risk exists whereby the purchasing firm may be making a leap of faith. This may be based on having no established history with the firm, its products or services. If the key decision makers or influencers of the buying group make poor purchase decisions, the outcomes could impact on their future roles, responsibilities or career progression. This setting is described as the conditions or environment existing for decision making (Schermerhorn & Bond 1989). Therefore, in absence of a past trading history it is essential to build rapport and credibility without delay.

Many similarities exist with another vital communication tool used in industrial goods and services, namely, personal selling. CH can allow the host control over the environment; provide immediate feedback, a two way message flow and the ability to tailor the message specifically to the target. It is understood that personal selling in the industrial sector is 5.2 times more important than advertising (Weitz 1978) and the role that CH plays aligns well to the organisational buying process where gaining access to those in a buying group may be limited (Coe 2004). To penetrate the cadre of influences within such a group responsible for buying decisions requires an assessment of each actor’s importance as well as opportunities for access. CH can be aimed to break through, creating a dialogue with a longer term goal of forming a relationship with each member of the group.

There is a catch, as Giraudoux (cited in Body 2004) put it; the secret of success is sincerity, once you can fake that you've got it made. Rather than swamp the consumer with questions, product advice and CH invitations, a more sensitive, graded and genuine approach is required. If the target sees through the tactics or artifice to engender their

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custom, not only will it fail but it will discourage future attempts at persuasion. In this sense, Fournier, Dobscha and Mick (1998, p. 135) argue that Relationship Marketing should be “the epitome of customer orientation” and with all healthy long term relationships, an understanding of the importance of trust and honesty is paramount. Whether a CH invitation is accepted may well depend upon the bona fides of the host as well as the organisation behind it.

3.18 Summary

The examination of Relationship Marketing covered in this chapter reflects its growing importance in contemporary marketing. This has been evidenced by the growing body of research and publication in the field as well as the increase in practitioner adoption throughout the business community. RM will continue to play a significant role in B2B marketing where organisations come to recognise that value creation is greatest when there is investment in relationships rather than transactions and that this approach leads to longer term sustainability. CH as a marketing instrument has been identified as a social and/or special treatment benefit (Hennig-Thurau et al. 2002) for a customer within a CRM program. That this is recognised as having an influence on satisfaction and commitment leading to an increase in positive word of mouth and improved customer loyalty is considered integral in the research underpinning this thesis.

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