Various researches conducted previously have strived to rediscover the essence or substance of the marketing activity through productivity measuring by financial performance measures. The focus of attention of most of the practitioners as well as academicians in the marketing field towards the issue of the correlation between marketing and finance has become even more narrowed, just as elaborated within series of journals like the Journal of Marketing (2004, 2005), Journal of the Academy of Marketing Science (2005), Journal of Marketing Research (2004), as well as the Journal of Service Research (2006). The shift on the transactional marketing paradigm to the relational one has also grown more attention, particularly concerning the needs to trace what are the relational dimensions which can bring a superior financial performance.
The research on the relation quality dimension is also one realm of research which is being developed in the relational marketing perspective. Nevertheless, there are still few researches which give a complete explanation on the impact of the relational quality (satisfaction-trust-commitment) towards the company’s financial performance, and as far
as far as I know, there are yet studies which thoroughly scrutinize the financial impact from the relational quality of the company-customer.
The relational quality of company-customer is influenced by various customer-attracting tactic, which eventually become potential to create a behavior (the length of the relationship, cross purchase, up-grade,CUSAM), as well as customer’s attitude (positive WOM, price insensitivity, tendency not to move away to other). This article is intended to retrace the financial impact (ROI) and the stake holder’s value (Tobin’s Q) from the Relationship Bonding Tactics towards the Relationship Quality and the Customers Asset Management (CUSAM) through the development of a conceptual framework which is able to explain the phenomenon.