Impact of Relationship Marketing on Customer Acquisition and Retention during COVID-19: A Case Study of British Airways

The impact of
relationship marketing

Table of Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY .................................................................................................................................................3
Project planning.......................................................................................................................................3
LITERATURE REVIEW ...................................................................................................................................4
The impact of COVID-19 on British Airways.............................................................................................4
Significance of relationship marketing.....................................................................................................4
Research Methodology................................................................................................................................7
Quantitative and qualitative data............................................................................................................7
Sample size, type and sampling method:................................................................................................7
CONCLUSION...............................................................................................................................................9
REFERENCES ..............................................................................................................................................10
Books and Journals:...............................................................................................................................10

INTRODUCTION
The aim of this report is to investigate the impact of relationship marketing orientation on
customer loyalty. Promoting loyal customers to the brand is repeatedly debated to be the single
most significant carter of long term financial position which can lead to customer share, higher
prices, increased sales, lower cost (Berkowitz, E. N., 2021). For that reason, marketing
researchers underline the influence of relationship marketing as a tactical major tool from which
customer loyalty can be secured which results in increased customer satisfaction and attainment
of higher competitiveness. Relationship marketing forming a long-term relationship between
customers and organization in order to increase the revenue. An organization gathers information
and uses customer data to provide complementary products, discounts and improved service
levels. A successful relationship marketing tactics retains and acquire profitable customers for
the organization even in the tough times such as covid-19. The research is considering on British
Airways which is one of the second largest airline in UK.
The rationale of the study: Relationship Marketing is significant for its ability to make a strong
connection with its customers. The strong understanding with customer will help to know how
frequent a customer use brand' products and services in order to met with his needs, a company is
require make additional changes and features in their offerings to meet those requirements in
order to further strengthening their bonds.
MAIN BODY
Project planning
The report is going to demonstrate the impact of relationship marketing in the retention
and acquisition of customers during the situation of covid-19. It is very essential for the
organizationto retain and acquire the customers in order to smooth running of business even
though covid-19 is a tough situation for everyone (Brodie, R. J. and Et.al., 2019). British
Airways the most well-known airline in the UK which was founded in 1974 in London, England.
The significance of the research is to highlight relationship marketing and enhancing managerial
focus on increasing value of customer in more cooperative and long lasting relationships. It is the
most important challenges for the organizationto keep loyal customers and customer retention. It
has been understood that effective relationship strategy for marketing supports the business to
understand the needs and requirements of customer so that the respective organizationcan serve
better than their rivalries which results in customer loyalty and cost reduction.
Research aims:
“To investigate the impact of relationship marketing in the acquisition and retention of customers
during the covid-19 pandemic. A study of British Airways”
Research objectives:
 To identify the impacts of covid-19 on British Airlines.
 To demonstrate the significance and impact of relationship marketing in the acquisition
and retention of customers.