Relationship Marketing for Improving Customer Loyalty: A Study on Morrison

FY028 INQUIRY BASED
LEARNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Background of the study..............................................................................................................3
Aim of the study..........................................................................................................................3
Objectives....................................................................................................................................3
Significance of study...................................................................................................................3
LITERATURE REVIEW................................................................................................................4
Theme 1 Meaning of the relationship marketing.........................................................................4
Theme 2 Strategies of relationship marketing for promoting the customer retention.................4
RESEARCH METHODOLOGY....................................................................................................4
Research type:..............................................................................................................................4
Data collection:............................................................................................................................5
Data analysis:...............................................................................................................................5
FINDINGS AND DISCUSSION....................................................................................................6
CONCLUSION................................................................................................................................9
RECOMMENDATION...................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Background of the study
Relationship management define as the process of the “Customer relationship
management” it is the strategy which used by the organisation in order to develop the long term
relation with the customer (Amoako, 2019). It is the effective strategy which is used by the
organisation in order to develop their customer base for their business. Morrison supermarket
chain of UK and consider as the fourth largest supermarket chain in the United Kingdom,
headquarter is in Bradford, England. This research is based on analysing the relationship
marketing factors in order to enhance the customer loyalty with the organisation.
Aim of the study
To assess the significance of relationship marketing with regards to improving customer
loyalty in the context of UK retail sector: A study on Morrison.
Objectives
 To understand the concept of the relationship marketing.
 To assess the strategies of relationship marketing in order to enhance the customer
retention for the Morrison.
 To recommend various strategies of relationship marketing for the organisation in order
to build loyal customer.
Significance of study
Relationship marketing is essential for the organisation in order to increase their revenues.
the main aspect of selecting this topic for the study is to bring the concern as how businesses
uses the approaches in order to develop the loyal customer for their product and services. This
topic is important as it gives the relevant information to the businesses, this information can help
them to retain their customer and to make them their potential customer.

LITERATURE REVIEW
Theme 1 Meaning of the relationship marketing
According to the Lian and Yoong, (2017) marketing is the important aspect which enables
the businesses to achieve their desire revenue goals. It is essential for the organisation to have the
loyal customer who support their business. Therefore, relationship marketing is the term which
describe as how company build their loyal customer base by providing them better services and
products. This process is able to improve the customer experience within the organisation, it
mainly focus on the overall experience instead of only concentrate on the sales. For the
businesses it is important for them to foster the consumer loyalty and delivers the product which
meets the demands of the customer.
Theme 2 Strategies of relationship marketing for promoting the customer retention
As per the view of Putra and Putri, (2019) relationship marketing has the different aspects
which the businesses used in order to develop the potential customer base. Networking is one of
the strategy which is used, it is the powerful approach. it helps the businesses to increase their
brand awareness in the market which is beneficial to attract the customers. It is important to
listen to the customer, it is the major aspect which the organisation can do in order to connect the
loyal customer with their business. organisation are required to provide the real time problem
solver process which can solve the customer issue. it is also beneficial in order to receive the
feedbacks from the customer which helps the organisation to make innovation in the product to
fulfil the customer demand.
RESEARCH METHODOLOGY
Research type:
Research is the systematic approach for studying the different sources and materials for
developing the new knowledge and theories. It is further divided into the processes which are
qualitative and quantitative research type. Qualitative define as the research type in which the
data is collected from the open sources, communication with the participants during the
questionnaire and interviews (Khan and et.al 2020). Quantitative process defines as in which the
researcher collects the data which is basically in a numerical form, it involves the figures. there is
a negative point in the quantitative as any fault in the numbers can mislead the research study it