RELATIONSHIP MARKETING Relationship Marketing Name of University Author note

Running head: RELATIONSHIP MARKETING
Relationship Marketing
Name of student
Name of University
Author note

1RELATIONSHIP MARKETING
Table of Contents
Introduction...........................................................................................................................................2
Importance of relationship marketing for Morrisons.............................................................................3
CRM value chain...............................................................................................................................4
Differentiation of products and services................................................................................................5
Evaluation of customers' services..........................................................................................................6
Driving factors and enablers of relationship marketing.........................................................................8
Sales force automation.....................................................................................................................11
Development of trust and influence of consumer buying behaviours..................................................12
Conclusion...........................................................................................................................................14

2RELATIONSHIP MARKETING
Introduction
The report is prepared to discuss about the relationship marketing focusing the major
aspects of customer relationship management or CRM to prioritise on the high level of client
engagement and creating a sense of trust and loyalty among them rather than focusing on the
shirt terms goals such as acqusitions of customers and sales revenue to be achieved. The case
study of the business organisation named Morrisons has been considered here, which is a
major retail supermarket chain in the United Kingdom. The company has been operating all
over the world and has an operating income and revenue of GB£468 million and GB£16,317
million respectively. Rather than putting efforts to acquire more consumers and aiming to
achieve higher growth in sales, Morrrisons has ensured development and implementation of
various relationship marketing campaigns to keep them informed about the kinds of products
and services delivered to them and allow them to make better decisions during any kinds of
purchases (Groceries.morrisons.com 2019). This will enable the company to achieve the long
term goals and objectives, furthermore ensure that trust and loyalty are established among
their minds, which influences their consumer buying decisions and behaviour and can allow
the company to sustain in the competitive marketplace.
The relationship marketing is a kind of approach to sales that has focused on the
development of long term relationships, which can benefit both the business and its clients.
The relationship marketing aspect includes developing a sense of trust and loyalty among the
clients by delivering excellent customers’ services and even additional offers and discounts to
influence client purchasing behaviours. The Customer relationship management or CRM, on
the other hand, enables use of a computer system for the collection of customer related data
and information, furthermore ensure using those to interact with the customers and gain better
scopes to improve marketing, sales and customers’ services assistance.

3RELATIONSHIP MARKETING
Importance of relationship marketing for Morrisons
There are multiple benefits of managing the relationship marketing, among which, the
most important is the development of trust and loyalty among the customers. The build, like
and trust factor are established among the clients by Morrisons with the help of assessment of
their buying attitudes and behaviours. The company has largely focused on the differentiation
concept, which has been marketed to the clients through campaigns for allowing them to
acquire information about the products and services to be delivered to them or they are
accessible to (Peck et al. 2013). One of the differentiating approach that has facilitated the
relationship marketing could be the use of online websites and involving social media
platforms for spreading awareness about the products’ features, its quality, which should
allow them to know about whether their needs and requirements would be met or not.
The relationship marketing is not only facilitated with the marketing campaigns but
also with the help of word of mouth referrals while developing connection with the
customers. The customers should feel that are being valued by the organisation and thus
necessary information about the products and services are provided to them, which is aimed
at building marketing skills and at the same time, spread positive messages about Morrisons
through word of mouth promotions (Hennig-Thurau and Hansen 2013).
With the development of trust and spreading positive messages and information to the
client through relationship marketing campaign, Morrisons would be able gain more scopes
and exploit the business opportunities to ensure that the relationships established with the
clients can create a long lasting impression.
The needs and requirements of clients are assessed properly with the relationship
marketing approach and wider group of audience can be reached as well to gain long term
success. Not Only the products and services, but also the in-store experience should be better