Relationship Marketing and Customer Experience

Added on - 15 Apr 2020

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Running head: MARKETING0CONTEMPORARY ISSUESIN MARKETING
MARKETING1Table of ContentsIntroduction:...............................................................................................................................................1Aspects of achieving relationship marketing objectives:.............................................................................1Processes:................................................................................................................................................1Human factor:..........................................................................................................................................2Technology:.............................................................................................................................................2Relationship marketing and customer experience:.....................................................................................3Customer loyalty and relationship marketing:............................................................................................3Customer loyalty:....................................................................................................................................3Impact of relationship marketing on customer loyalty:...........................................................................3Customer satisfaction and relationship marketing:.....................................................................................5Ability of firm to influence customer behaviour:.........................................................................................5Conclusion:..................................................................................................................................................6References:..................................................................................................................................................6
MARKETING2Introduction:Relationship marketing can be defined as the approach that integrates marketing withrelationship building. Relationship marketing is the approach that deals with marketing practicesthat includes making and developing a connection with the stakeholders. It has later beenconnected to customer relationship management. Many researchers have been made regardingthis topic. Integrating relationship in marketing has brought up many changes in the practicesthat have been conducted by the organisations these days (Osarenkhoe and Bennani, 2007). Thechanges are still going on and companies are very much concerned that how they can enhancetheir practices of marketing so that they can build better relationship with the stakeholders. Intoday’s era, market is very dynamic and thus the customers are becoming smarter day by day andthey have many options to be informed about the products and the companies (Murphy, Laczniakand Wood, 2007). This requires the firm to develop reaction with the customers in order to retainthem and make them loyal. Because of the challenges reaching the customers, it is required bythe companies to make innovations in its marketing practices and relationship marketing is oneof those practices of marketing that helps the companies to reach the market and retain thecustomers. Various researches have been conducted in this context.Aspects of achieving relationship marketing objectives:Processes:The major aim of RM is to make long term relations with the customer. For thus, it is required bythe companies to analyse and improve the process that are involves in the overall function ofattaining RM goals. The major processes that are involved directly in developing relationshipwith the customers are marketing, Sales and services.Marketing: It is the process that helps in making the people aware about the products and theservices. The traditional marketing approaches can be upgraded by making a focus ondeveloping relationship with the customers. Marketing process includes, analysing the needs ofthe customers, knowing the buying habits of the customers are all some of the activities that fallsunder marketing. These are the activities that also help the companies to develop relations withthe customers(Osarenkhoe and Bennani, 2007).
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