RELATIONSHIP MARKETING RESEARCH TAILORED TO SUPPORT SALES MANAGEMENT. CASE STUDY: AN INTERNATIONAL EXPRESS LOGISTICS COMPANY IN ROMANIA (original) (raw)
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The present paper focuses on presenting how customer satisfaction research can enable companies to build long-term relationships with their customers. Relationship marketing approach is of paramount importance to companies that want to thrive in this highly competitive environment. Scholars affirm that maintaining and building a relationship (Hollensen, 2010) with your already existing customers is a better focus than the one time deal approach. The paper proceeds in the following manner: first, the theoretical foundations of relationship marketing and customer satisfaction research are reviewed; second, there are analyzed the possibilities of implementing the principles in a direct marketing company; third, the research team presents a case study consisting of an empirical research with 392 respondents on measuring customer satisfaction of a Romanian direct marketing company with the aim of identifying the specific elements that help build satisfying and long-term relationships.
Relationship Marketing and Customer Satisfaction: A Conceptual Perspective
Binus Business Review, 2016
This article examined the existing body of literature on transaction and relationship marketing. The specific objectives were to develop a conceptual framework to establish the relationship between relationship marketing and customer satisfaction and to examine the components of relationship marketing on the present ever dynamic world of business. The study identified relationship marketing variables and their impact on customer satisfaction. The framework aimed to provide insights into the studies on relationship marketing factors such as trust, commitment, communication, and service quality influence on customer satisfaction. The model provided a basis for empirical studies on the factors of relationship marketing and outcomes of customer satisfaction in developing nations. The study recommends that relationship marketing dimensions such as building customer’s trust, commitment to customers, communication, and service quality should be properly managed and maintained by service pr...
THE IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN THE SHIPPING INDUSTRY
THE IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN THE SHIPPING INDUSTRY, 2019
Relationship marketing has proven itself to be a crucial part of successfully doing business in recent times. Based on relationship marketing, a company could be improved and developed by marketing researches as it could built up a long-term relationship with its customer. This research was dedicated to examining the impact of relationship marketing on customer loyalty in the shipping industry. With regards to the study of Maersk, the company's operation will be specifically determined, evaluated and discussed through relationship marketing. Furthermore, the aim of this thesis is to determine the impact of relationship marketing on customer loyalty in the shipping industry, which ultimately results in the examination of the role of customer satisfaction, customer retention and the effect of customer defection. The research problem is the inefficiency of the company to provide a service that the customers need which leads to poor customer relationship management. A qualitative approach was utilised in this research project as well as a case study research design. The research is exploratory in nature. A questionnaire derived from previous studies and was completed by 34 individuals, which are, managers; employees and customers. A Likert scale, frequency scale and forced ranking scale assessed the impact on customer loyalty of four key underpinnings of relationship marketing (Trust, Commitment, Communication and conflict handling). Results show that the four underpinnings have a significant impact on customer loyalty. With regard to the evidence, it is reasonable to conclude that with the use of marketing plans, customer loyalty can be generated, strengthened and retained.
Relationship Marketing and Managing Value Delivery to Customers
Econometric Reviews, 2008
The purpose of this article is to analyse current literature and theoretical point of views about appropriateness of traditional and relationship marketing in hypercompetitive environment of mature markets. Review of literature provides insights into main characteristics of different schools of thought about relationship marketing. Conceptual framework of value creation and delivery to customers is exhibited. Three schools of thought and a number of different conceptual/research models for managing customer satisfaction are found. Research models for identifi cation key areas for improvement of customer satisfaction are prerequisite for managing customers’ loyalty and retention. Topic is actual and interesting for practitioners since traditional marketing approach is getting less effective and general model of relationship marketing has not been defi ned yet. Directions for further research are suggested. On academics, researchers and practitioners are challenges of adjustment and i...
THE IMPACT OF RELATIONSHIP MARKETING PRACTICE ON CUSTOMER LOYALTY
res publication, 2014
Managing effective Relationship Marketing Practices are increasingly important in the banking industry. Since the length in years of customer relationships are one of the most important factors that contribute to the profitability. As a result Customer Satisfaction may be one important driver of Customer Retention The goal of this research project is identify and assess impact relationship marketing practice on loyalty in local commercial banking sector in Jaffna. The research was mainly based on data, collected from customers in Jaffna commercial banks. The results of the statistical analysis showed that is a strong positive impact of relationship marketing practices on customer on Loyalty. Therefore these findings will help the banks to establish a customer oriented strategy to retain their customers in future.
The Relationship between Customer Satisfaction and Relationship Marketing Benefits
2011
Today, service companies and institutions worldwide, compete in space that due to the demands and expectations of the customers introduce a factor for the survival of their professional and only those groups of the institutions will be more successful that correctly recognize, customer is valuable investment. Banks and financial institutions are not exempt from this issue. Banks must attempt by new marketing strategies for attract more customers satisfaction. One of the new strategies is relationship marketing strategy. Todays, relationship marketing is business art. The importance of this research toward marketing, service quality and consumer satisfaction as key to success elements of financial businesses faced with escalating competition and market changes recently. Society statistical present study is all customers having accounts at Saderat bank branches in Iran (Anzali) city. Sampling method is available non-probability. Data collection methods were field and Collection tool w...
Relationship marketing and customer loyalty
Purpose -To examine the impact of relationship marketing strategy on customer loyalty. Design/methodology/approach -A questionnaire derived from previous studies and the relevant literature was completed by 220 bank customers in Malaysia. Multiple regression analysis assessed the impact on customer loyalty of four key constructs of relationship marketing (trust, commitment, communication and conflict handling). Findings -The four variables have a significant effect and predict a good proportion of the variance in customer loyalty. Moreover, they are significantly related to one another.
2014
In recent years, banking industry has witnessed extreme competition along with numerous opportunities and threats. In such completion, those banks can win that acquire more market share with the lowest costs. It requires formulating and executing proper marketing strategies. Relationship marketing approach is an effective strategy in keeping the competitive situation and success of organizations. The main purpose of present paper is to study the impacts of relationship marketing aspects on banks’ customer satisfaction. It tests six hypotheses. Noteworthy, present study is a causal research in terms of its method and nature while it is a survey in terms of execution and an applied one in terms of purpose. It uses structural equation modeling to study the relations between model components. Its population consists of the customers of Qom banks in 2011. To meet research aims, 300 questionnaires were distributed among the customers of Qom banks of which 270 ones were analyzed. Except than the impact by relationships and empathy on customer satisfaction, other hypotheses are supported. The results indicate that using relationship marketing strategy in banks leads into customers’ satisfaction and gratification.