Relationship Marketing: Impact and Challenges

This research focuses on the impact and challenges of relationship marketing in attracting consumers using social media. It discusses the concept of relationship marketing, its benefits, and challenges faced by companies. The study aims to investigate the importance of relationship marketing in attracting new customers and provides recommendations for overcoming challenges. The research is based on BMW, a German multinational company.

THE BUSINESS PROJECT

ABSTRACT
The current research is related to the topic relationship marketing in order to attract the new set
of consumers for the company. This is very essential for the company to manage the marketing
of the company as if the company will not market the goods and services in proper manner then
the consumer will not like this. Thus, the present research discussed about the various impact of
using the relationship marketing like the increase in goodwill, sales, and other positive impact.
Further with help of the literature review certain challenges and impact was discussed relating to
the relationship marketing. Further in the research methodology segment the current study,
qualitative study has chooses in order to provide in depth analysis that assist to meet the define
aim and this in turn leads to determine the importance of relationship marketing for draw
attention of many customers. Also, by using both primary and secondary data collection method,
scholar also assist to answer the research question which in turn help to conduct entire study in
precise manner. Further with help of data analysis of the collected facts and figures it was seen
that using relationship marketing is very helpful for company in gaining competitive advantage.
In the end some recommendation was made like improving after sale service, understanding
requirement of consumer and many others.

ACKNOWLEDGEMENT
I would like to express the deepest obligation towards all the personage who helped me in
endeavour. Without their active guidance, help and cooperation, I would not have made headway
in the project.
I am extremely thankful and pay my gratitude to my faculty who guide me and provide their
valuable guidance to complete the project. I also thankful and acknowledge the deepest gratitude
towards my parents and member of my family who support me economically.
Last but not the least, i would like to thank my friends who support me and without your support
I would not able to complete the project.
Thanking you.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................11
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION....................................................14
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................26
Conclusion................................................................................................................................26
Recommendations.....................................................................................................................27
REFERENCES..............................................................................................................................29
APPENDIX....................................................................................................................................31
Questionnaire............................................................................................................................31

CHAPTER 1: INTRODUCTION
Marketing is the most essential thing for the company to face the intense competition
within the global market. This is particularly because of the reason that when the competition
within the market is very high then at that time the marketing of the goods and services only
helps in managing the sales and income of the company (Hoque, Awang and Salam, 2017).
Without effective marketing no business can run and operate in this highly competitive global
business environment. In respect of marketing the goods and services of the company the
relationship marketing is a newer and effective concept. Relationship marketing is a type of
marketing which focuses on the loyalty of consumer and the managing of long term relation with
the consumer.
The major aim of the relationship marketing is to create a long term connection with the
consumer so that the sales of the company is increasing. The current report is based on company
BMW which is Bayerische Motoren Werke AG which is a German multinational company
producing the luxury vehicles and motorcycles. The company was founded in the year 1916 and
is headquartered in Munich in Germany. The current research will focus over the impact which
the relationship marketing has in attracting the consumer with help of social media. Also, the
challenges faced by the company in managing and using relationship marketing will be analysed
within the whole research.
Aim of the research: “To investigate the importance of relationship marketing to attract new
customers using social media: A study on BMW”
Objectives:
 To understand the concept of relationship marketing
 To examine the impact of relationship marketing upon attracting customer using social
media.
 To analyse the challenges faced by the company while using relationship marketing
 To recommend the ways through which company is able to overcome the challenge face
by BMW.
Research question
1. What is the concept of relationship marketing?
2. What is the impact of the use of relationship marketing upon attraction of consumer with
help of social media?

3. What are the various challenges being faced by the company at time of using the
relationship marketing?
4. What are some of the suggestion for the company to overcome the challenges being faced
by BMW?
Rationale
The competition within the market is very high and intense because of this the consumer are very
diversified and do not switch to any of the company. Thus, in this type of working environment
it is very necessary for the companies to have effective marketing strategies so that they are able
to attract more of the consumers. Thus, the research topic was selected because of this reason
only so that the companies can understand the concept of relationship management and also the
various benefits and challenges of using this type of marketing in the running of the business.
also, in addition to this the major reason behind the selection of relationship marketing as a
research topic is the personal and academic interest of the researcher as well.

CHAPTER 2: LITERATURE REVIEW
Theme 1: Comprehend concept of relationship marketing
According to van Hoek and et.al., (2020) to gain attention of buyers and attract them
management do a lot of efforts that is quite beneficial in term of increasing sales and
productivity. Relationship marketing play important role in do so, it is facet of consumer’s
relation management that concentrate on specific target market loyalty and long term buyer’s
engagement more than short term aims like individual sales and consumers acquisition. The aim
of this concept is to develop strong, even emotional consumers' relationship to a brand that can
lead to ongoing and sustaining business free word of mouth promotion and data from buyers that
can generate leads. With relationship marketing campaigns and promotions, firms save their
money and time by focusing on client that cannot be as costly in term of managing connections
with them. Companies also make better decision about which buyers have underdeveloped
potential.
Camilleri, (2018) stated that, it is quite difficult for management to acquire new segment
which may be considered as costly procedure. But with relationship marketing it is quite easy for
organizations to retain their target market over long term which outcomes in consumer loyalty
more than people buy once or may be infrequently. This concept is really very essential for their
abilities to stay in close connection with clients. By comprehending how people utilize a specific
brand services or products and observing additional unmet needs. Companies can create new &
innovative features and offering to meet those market needs further strengthening bond with
individual.
Nelson, (2018) highlights that for any company it is very important to retain target buyers
for longer period of time. Relationship marketing help to do so as it stands in contrast to better
traditional transactional marketing method which mainly focuses on maximizing number of
individual sales. It includes a variety of overlapping technologies and strategies that help foster a
deeper and longer relationship with existing and new consumers. The overall concept is based on
tenets of client’s experience management. With abundance of data on websites and flourishing
utilize of social media sites most people expect to have easy, tailored access to in depth about
particular brand and even expect chance to influence services and goods via social media
advertisement or posts and online reviews.

In recent time, relationship marketing includes developing easy two-way interactions
between businesses and consumers, tracking and monitoring people activities. By using this
concept firm can increase consumer’s lifetime value as it helps to create loyal buyers which leads
to repeat buys and high CLV. In additional, loyal consumers are likely to become brand
ambassadors, suggesting item and services to family, friends and business associates.
Relationship marketing cater many benefits as it helps to reduce in marketing and promotion
spend. Investing in advertising and selling to acquire new buyers can be expensive and time-
consuming activity. This concept causes consumers to do marketing for company, that called
buzz marketing. It is anything created to keep people buying from particular organization.
Theme 2: Impact of use of relationship marketing in attracting consumers with help of social
media.
In the views of Payne and Frow (2017) the relationship marketing is very essential for the
company to use as this increases the number of consumers within the company. This is due to the
reason that when good relations are being maintained with the consumer then they feel good and
like to buy goods from the company. In the similar manner if the company is not good and
effective in managing the relation with the consumer then the consumer will not like it and will
not interact with the company again. Thus, the management of good relation with the consumer
is very essential for the company and this creates a positive impact over the working of the
company.
Verma, Sharma and Sheth, (2016) states that if good relationship marketing is used and
practiced by the company then this will create a positive image of the company in the minds of
the consumers. This is particularly because of the reason that when the company interacts with
the consumer in good and cordial manner then the consumer like it. Also, this makes the
consumer feel that the company is working for the consumer and their need satisfaction only.
Thus, this creates a good and positive image in the minds of the consumers.
In against of this Gummerus, von Koskull and Kowalkowski (2017) states that the major
impact of using social media for the management and attracting of the consumer over the social
media is that this increases the number of consumers. This is due to the fact that with the help of
social media the marketing is done in more effective way and this attracts a large number of
consumers. In addition to this in the current modern world, the consumers are more attracted

towards the use of the social media. Thus, if the goods and services are marketed over the social
media then this will attract more of the consumers.
By using the Internal Market as a model of Relationship Marketing, it is analysed that
company who have an ability to determine the style as well as ethics of a business environment
with their action and belief's. Then they maintain proper relationship with customers and also
meet their needs and demand as well. Aldaihani and Ali (2019) stated that company has to
develop values in order to support the customer oriented corporate culture so that it will help to
meet the success within a market place. Therefore, it can be stated that with the help of
relationship marketing, company easily sustain the long term relationship within a managers
which in turn assist to meet the define aim. While Gaurav (2016) argued that influence market is
another model of relationship marketing which comprises of individuals and organization who
have an ability to positively as well as negatively influence the marketing environment in which
an organisation is actually competes. Through this, it realizes firm that public relations exercises
plays an important part of a relationship marketing process as well. Hence, it is also stated that
companies tend to have a good relationship with critical sources of their market so that they
successfully meet the demand of a company in better manner.
On the other side Ryu and Lee (2017) argues that the use of social media for the
relationship marketing assist the company in easily taking feedback from the consumer relating
to the use of goods and services. This can be done in form of an online survey with help of the
social media websites. Under this technique the company can build a questionnaire relating to
the use of product and services of the company and after that the consumer will fill it over the
social media. Thus, in this manner the company can maintain good and effective relation with
the consumers.
Theme 3: Various types of challenges being faced by company in relationship marketing.
In accordance with Lo and Campos (2018) there are many different challenges which the
company faces at time of marketing the goods and services at the global level. The major
challenge is that the company cannot guarantee a profit if they use the method of the relationship
marketing. This is due to the fact that the company invest huge amount of money in
implementing the relationship marketing and if the consumer will not like this then the image of
the company in the minds of the consumer will decrease. Thus, due to this the company faces the
challenge of the in managing relation with the consumers.

In against of this Boateng (2019) argues that the another major challenge of using the
relationship marketing is that this creates a problem in understanding the need and requirements
of the consumers. This is basically because of the reason that there are different people and all
the people have different types of requirements and needs. Thus, it is not necessary that the
company is able to fulfil the need and requirements of each and every person in the same
intended manner.
Along with this Heiens, Pleshko and Ahmed (2019) states that the major challenge being
faced by the companies at time of managing and using the relationship marketing is that this is
very expensive and time- consuming. This is particularly because of the reason that in the
relationship marketing focus on particular consumer is laid so that relation with them is good. So
this result in a challenge that it takes a lot of time in understanding the requirement of the
consumer and fulfilling it in the same manner. Also, analysing the individual need of all the
consumer it is very expensive and costly for the company to study and analyse each of the
consumer in the same manner.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is particular process and techniques which are used to determine,
identify and analyse the data related to specific topic. Also, by using this section, researcher will
critically evaluate the study's entire validity and reliability so that it will assist to meet the define
aim and objectives (Adhabi and Anozie, 2017). Also, this section contains many key aspects
which help scholar in order to answer the research question and also conduct the entire research
in better manner. These elements are as mention below:
Research Type: For the current dissertation, qualitative study has been choosing in order
to meet the define aim. With the help of this study, investigator also collect in depth detail so that
they will encourage people to expand their response for a new topic. Also, using qualitative
study, scholar easily determine the response of all selected participants and this in turn assist to
examine the importance of relationship marketing in order to attract new customers with the help
of social media.
Research Philosophy: It is a notion or a belief in which a data about a phenomenon
which is gathered, analysed and used. It is of four types i.e. Interpretivism, realism, Pragmatism
and Positivism. Among all, Interpretivism philosophy has been adopted for the study in order to
examine the assumption presented in a study that explain the researcher's and respondents view.
Moreover, with the help of chosen philosophy, scholar also collect valid information that help to
interpret the results in better manner with regards to determine the importance of relationship
marketing in order to draw attention of many customers.
Research Approach: It is a plan as well as a method that is consist of broad assumption
where detail method of data collection, analysis and interpretation is used. There are three types
of research approach such that Inductive, Deductive and Abductive (Durdella, 2017). Among all,
Inductive approach has been used by a scholar because it allows flexibility and also attend to
analyse in depth information as compared to other types. Thus, through this, researcher easily
collect the information and also meet the define aim by conducting the entire study in more
precise manner.
Data Collection: It is an approach through which information is collected in proper
manner. Such that there are two types of data collection methods which are used by the
researcher in order to meet the define aim. Such that under primary research, scholar design a
questionnaire under survey method which help to meet the define aim and determine the views

of selected respondents with regards to relationship marketing. On the other side, as per the
secondary research, scholar chooses relevant books, articles, newspaper articles related to topic .
For the study, scholar uses secondary data collection method only which help to meet the define
aim and this is used under literature review section which assist to analyse the importance of
relationship marketing in order to attract range of new customers.
Data Analysis: Data analysis is that process of cleaning, transforming and modelling
information in order to discover the best information for making decision effectively. Also, with
the help of data analysis, scholar interpret the results in such a manner that assist to generate best
outcomes (Blair, 2016). Hence, for this study, researcher uses thematic data analysis in which
themes are used to make the entire research more presentable. Also, under this study, scholar
uses this strategy under qualitative study because it assists to increase flexibility and also
improve the validity and auditability of a qualitative research. Therefore, it assists to meet the
define aim and conduct study in more precise manner.
Sampling: It is the process which is used in statistical analysis in which a pre-determine
number of observation from an entire group. There are two types of sampling method i.e.
probability and non- probability. Among all, simple random sampling method has been selected
by the researcher in order to meet the define aim (Mirick, Davis and Wladkowski, 2017). Also,
around 100 customers are selected randomly in order to determine their views related to
relationship marketing within a company. Hence, with the help of a selected sampling strategy, it
is easily determining whether BMW should use the relationship marketing concept in order to
draw attention of many customers towards it.
Ethical Consideration: This is considering important key element of research
methodology section in which researcher has to make sure that they maintain confidentiality
while choosing the respondents. On the other side, scholar should also comply with Data
protection act and make sure that there is no miscommunication between the researcher and
respondents, otherwise it affects the results in negative manner. Moreover, researcher should also
maintain proper dignity and respect towards a sample and also take a full consent from them
prior to the study. Thus, it is analysed that by using all ethical consideration, researcher generate
the best outcomes which in turn assist to meet the overall aim and objectives (Bloomberg and
Volpe, 2018).

Reliability and Validity: The present study and methods are reliable for the research
project because it produces stable and consistent results. Also, by applying theories and model, it
is easy for the researcher to determine the results which in turn help to accomplish the define
goal. On the other side, researcher also uses latest books and articles which in turn assist to gain
knowledge with regards to relationship marketing. Moreover, under primary research, 100
sample size is selected which are regular customers of BMW who provide proper results and
analyse whether relationship marketing is consider the best tool to attract by using social media.
Hence, it is evaluated that with the help of applying effective tools for primary and secondary,
researcher meet the define aim and objectives.
Limitation: While conducting the research, scholar also faces many limitations that
somehow affect the results. Such that while surfing, some websites are access denied and this in
turn affect the results in adverse manner. Also, primary study took long time and that is why, the
entire research is affected which in turn delay to generate the results. Further, the wide range of
sample size is also considering the limitation for the study because it leads to issue with sample
and selection. Moreover, time constraints are also considering another limitation that further
affect the results and scholar have limited access of time and that is why, it is may leads to affect
the results in negative manner as well.

CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
Theme 1: concept of relationship marketing
Relationship marketing is that strategy which is designed in order to foster the customer
loyalty and also interact with them for long term engagement. Thus, it is designed to develop
strong connection with customers so that company provide all the necessary information directly
to their customers with an aim of promotion. For example, the customer of BMW wants a
realization of the brand promise i.e. performance, safety, technology and innovation, next.
Further, recognition, service,information and helpfulness. So, company also uses relationship
marketing which in turn help to increase communication effectiveness and increase efficiency
which in turn help to increase customer participation as well.
Steinhoff and et.al., (2019) further provide their view that traditional marketing is all
about what the customer can do and how much revenue company spend. But, the world is
becoming more technological, and consumer are also aware with the use of advance technology,
so most of the company are uses relationship marketing as a marketing tool. Under the literature
review, it is stated that for any company it is quite necessary to retain target buyers for a long
time. So at that time, relationship marketing assist focus on maximizing the number of buyers
and improve sales as well. Hence, in top companies, there are so many companies who use
relationship marketing in order to attract the customers and provide many benefits to their fir as
well.
Secondary data also revealed that BMW use the relationship marketing and their main
objective is to use marketing database which is used to realize the communication dialogue with
both prospect (customer and company). On the other hand, it is also strengthen the brand
perception at individual customer level and increase the loyalty as well. It is also realized that
there are other marketing strategy which are use by the company such as Magazine,
advertisement on Television etc because company think it is the best traditional method which
attract customers. Hence, having an abundance of data on website and use of social media as a
marketing tool will also provide range of benefits to their customers. Ryu and Lee (2017) state
that loyal customer are likely to become brand ambassadors and they further suggest their
relative, family and friend to purchase the product from that company and this in turn leads to
improve the sales. Thus, it is stated that this strategy is also used by BMW because its designing
and inventiveness keep attracting the range of people towards it.

By using relationship marketing, company get many benefits such as it saves times as
well as money, but it also focus upon the customers which will help to maintain long term
relationship with the customers as well. So, BMW is also used the same in order to understand
how the customer's use a brand's product and service, further observe additional unmet needs and
then strengthen the relationship as well.
Theme 2: Impact of use of relationship marketing in attracting consumers with help of social
media.
It is analyzed that relationship marketing plays an important role and that is why,
companies are also uses the same in order to attract the customers. Also, relationship marketing
is very wide aspect and the major focus of this method is on the management of good relation
with consumer and educating them with the product and services of the company. In the same
way, BMW uses social media marketing in which Facebook is consider one of the most
attracting tool for attracting customers. In the case of BMW, it maintain may accounts for
promotion purpose and it keep engaging their audience on other topic like, innovation, passenger
safety and sustainability. Also the tagline of the company is “sheer driving pleasure” which
signifies comfort and luxury that is associated with a brand. Hence, in the era of digital
technology, business flocks to social media sites to connect with their followers like Twitter,
YouTube etc. because it connect with range of customers and creates positive impact upon the
business as well as customers.
On the other side, BMW uses Instagram which has brought the spotlight on its stylish
cars and innovation. BMW fans are always excited about the latest model and company keep
solve the queries of their customers time to time and provide detail about the offers and
discounts. Through the secondary research, it is also analyzed that in YouTube it also provide an
attractive and promotional videos and it has around 2 million monthly active users which reflect
that company uses social media to attract customers. At present scenario, BMW has around
850K followers and also identify the view of customers and then apply within a business in order
to improve the financial performance. Beside this, Twitter is another social media platform for
marketers but it has less number of followers than Facebook. BMW shares the promotional
material only on Twitter and its number of daily post receive thousand of likes and hundreds of
retweet and comments.

Abtin and Pouramiri (2016) .stated that using relationship marketing will creates positive
impact upon the company because it attract range of customer's and due to this, company is able
to manage good relationship with customers. In the same way, BMW is also used social media
with an aim to build strong customer and by presenting best advertisement, company is able to
influence customer towards it. Under secondary research, different models are used for
relationship marketing such that Internal Marketing which stated that it has an ability to identify
the style and ethics of a business environment through company's ethics and beliefs. Also,
company sustain the long term relationship with customer just like BMW.
Roux and Plé, (2017) reflected another impact which has been derives of relationship
management in the organization will eventually help the company in maintaining a good sort of
positive working environment, as it has been identified that relationship management generally
used to bring the good sort of the clarity in the mind of the company and company generally used
to transfer the same in the guideline. This ultimately used to help the company in managing good
sort of the working environment. As all the different sort of the individual are very much clear
about the variety of different type of the task which need to be gather by them in the long run.
Hence it may also result in reducing the amount of the conflict in the organization in the long run
as well.
As per the graph, it is analysed that social media advertising is increases day by day and
most of the company uses range of social media platform in order to attract the customer. It is
also forecasted that, this trend is also increases by 2025. Hence, in the context of quoted

company, it is analysed that company uses smart social media strategy in order to communicate
with their fans and followers throughout the world. Like, in LinkedIn, BMW also engaged its
followers on different topic like, work culture, latest technologies, leadership. So it is reflected
that company uses its best measures in order to grab attention of many customers and also
improve their performance level. Hence, with the help of relationship marketing, company get
many advantage such as long term loyalty of consumer, increase in market share, competitive
advantage which is not possible under other marketing strategy.
Theme 3: Various types of challenges being faced by company in relationship marketing.
Saraswat (2017) stated that when company is looking to implement new change, there are
different challenges which a firm face and that is why, company should develop a strategy in
order to minimize the challenge and reach a business at further level of success. In the case of
BMW, company also faces some changes that affect the results such that this marketing style is
consider one of the most time consuming style because it is a lengthy process and that is why,
company have to consume time which is consider as a challenge. Further, it is also analyzed that
every customer have their own requirement, such that some of them do not like BMW's car
design, while some of them think it is quite costly as compared to other company. Hence, this
change in the perception clearly reflect that it is not easy to implement the method by meet the
demand of customers.
On the other side, there is no surety of generating the profit and that is why, it affect the
results. Such that it is analyzed that once the advertisement is publish under Facebook, but not
many customer show their interest towards an advertisement. So, it is clearly examine that there
is no chances of getting profit from the marketing even after company invest such time and
money. That is why, most of the automobile industry do not invest in relationship marketing
because it somehow affect the results. So, they uses traditional form of marketing in which they
just paid the amount for a single ad and then it reaches to range of people without making any
extra efforts. Garbowicz, Webtalk (2020) also share their opinion and stated that BMW tries to
provide innovative product to their customers and that is why, they uses different marketing tools
that assist to grab attention of many customer towards it. On the other side, it is also analyze that
the method is sometimes costly because there is no chances to getting return and this in turn
leads to affect the results of its financial performance. Hence, it is analyzed that there are some

challenges which BMW is also faces and among all, changes in the perception of the customer is
consider one of the most effective challenge that affect the results.
Therefore, for every challenge there is a need to develop some strategy that assist to
attract range of customers. Such that select the target customer base of the company in the
market and on the basis of the same evaluating the variety of the different type of the activity on
the basis of need and preference of all the targeted customer base of the company. So, it is
clearly reflected that with the help of effective marketing strategy, company is able to meet the
demand of customer which In turn leads to sustain the brand image of the firm at global level.
This is same in the case of BMW and that is why, it uses relationship marketing which in turn
leads to meet the requirement of customer and also improve the financial performance of a firm.

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
Conclusion
By summing up above, it has been concluded that relationship marketing plays a crucial
role in order to grab attention of many customers towards the company by using social media.
Such that with the help of literature review it has been summarized that for gain attention of
users, company uses many different marketing tools and one of them is relationship marketing
that assist to draw attention towards a specific product and keep the employees engage as well.
Also, this is further proved by conducting primary research study in which majority of the
respondents are completely agree that company uses relationship marketing because it help to
manage good relationship with customers and also let them know about the offered product and
services.
On the other side, from literature review it is also concluded that there is a positive impact of
relationship marketing within a company because it helps to sustain the brand image of a
company and also increases in sales and cost. In the same way, company also faces many
challenges while implementing relationship marketing such that there is no guarantee of a profit
while investing into it and also it is not consider the good method for analysing the need and
demand of customers that is why, most of the company do not use the same. Further from the
research methodology section, it has been also concluded that by using effective methods,
scholar meet the define aim and also check the reliability as well as validity too.
Moreover, as per the data analysis section, it has been understand that agreeing that relationship
marketing applied by organization may help the company in attracting range of new customers
towards it and as per the present scenario, company is also uses social media marketing tool in
order to let customer know about the new product and this in turn assist to meet the define aim.
On the other side, while understanding the information presented from the author form secondary
research it has been further concluded that relationship marketing assist to sustain long term
loyalty of consumer and this in turn assist to improve the relationship within customers as well.
Hence, it can be stated that introducing relationship marketing in order to attract range of
customers is considering the good option but on contrary, every customer have their own
requirement and it is not easily determining by applying relationship marketing within
Organization. As it has been define that all the customer belong to different background and

caste, this eventually used to create the situation in which the need and preference of different
customer used to defer.
So, overall, it can be summarized that relationship marketing must be applying by
company because it assist to sustain long term relationship between the customers and also let
them know about new product and services offered by BMW by using social media. Relationship
marketing helps the organization in finding the best needy consumer as well from the market and
on the basis of the same it is easier for the company to plan varieties of different activity in the
better way in the organization. Also, company uses many platforms in order to manage the
relationship marketing such that Facebook, twitter, YouTube etc. Hence, it can be realized that
company have its range of product and services and also focus upon marketing tool that assist to
draw attention of many customers towards it. There are some negative point which was also
derived in the study but the positive point were way good to overlook the negative impact of the
same in the organization.
Recommendations
In order to improve the use of relationship marketing for attracting range of customers,
BMW should recommend different ways. These are as mention below:
1. The first and foremost recommendation for the BMW in order to manage the use of
relationship marketing is that they must listen to the consumers first. This is essential as
the company has to maintain good relation with the consumers and if the consumers need
and requirements are not assessed in proper and clear manner then the company will not
come to know what actually the consumer requires. Thus, if the company will not know
that what the consumer is requiring then the company will not be able to manage good
relation with the consumers.
2. In addition to this another major recommendation for BMW is that they must offer some
certain extra benefits to the consumers who are loyal to the company. This is essential as
this offering will motivate the consumer to stay loyal to the company as they will get
some extra benefit of staying loyal to the company. Also, the loyal consumer can bring in
more of the consumer as when they are satisfied with the product and services of the
company then they will publicise the product and services among the other people as
well.

3. Another major important recommendation for the company is that they must
communicate effectively with the consumers relating to the product and services of the
company. This is necessary as when the consumer not have proper knowledge relating to
the product and services of the company then they will not buy the product and services
and will not like the working of the company. Thus, they will not purchase the goods and
services and this will reduce the sales of the company. Hence, for this the most essential
thing is the fact that BMW must communicate effectively with the consumer so that they
have proper knowledge relating to the product and services.
4. Another major recommendation for BMW is that they must take time to time feedback
from the consumers relating to the product and services being provided to them. This is
essential because of the fact that when the consumer shares their experience then the
company comes to know that where the company lacking. This will assist the company in
identifying the loopholes and the area where the company is having issues and they can
improve it so that more consumers are attracted towards the company and its product and
services.
5. Another recommendation is that BMW should enhance their customer service and for
that it has to widen its networking so that range of customers are attracting easily. It is so
because a good service is actually base of relationship with customers. The major reason
underlying this fact is that when the company will provide better after sales service then
the problem of the consumer will be solved in more effective manner. Thus, if the
consumer will have any of the problem then this will be solved with help of company
only by the facility of after sale service. Thus, this will attract more of the consumers and
the number of loyal consumer for the company will increase.
In the end it can be said that if BMW adapts to all these things and suggestion in appropriate
manner then this will have a good improvement in the working condition of the company to a
great extent. This will increase the profitability of the company to a great extent and will also
assist the company in increasing the number of consumer and they will become loyal consumers
for the company.

REFERENCES
Books and Journals
Abtin, A. and Pouramiri, M., 2016. The impact of relationship marketing on customer loyalty
enhancement (Case study: Kerman Iran insurance company). Marketing and Branding
Research, 3, pp.41-49.
Adhabi, E. and Anozie, C. B., 2017. Literature review for the type of interview in qualitative
research. International Journal of Education.9(3). pp.86-97.
Aldaihani, F. M. F. and Ali, N. A. B., 2019. Impact Of Relationship Marketing On Customers
Loyalty Of Islamic Banks In The State Of Kuwait. International Journal of Scientific &
Technology Research.8(11). pp.788-802.
Blair, L., 2016. Writing a graduate thesis or dissertation. Brill Sense.
Bloomberg, L. D. and Volpe, M., 2018. Completing your qualitative dissertation: A road map
from beginning to end. Sage Publications.
Boateng, S.L., 2019. Online relationship marketing and customer loyalty: a signaling theory
perspective. International Journal of Bank Marketing.
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Durdella, N., 2017. Qualitative dissertation methodology: A guide for research design and
methods. Sage Publications.
Garbowicz, R.J., Webtalk Inc, 2020. Online networking platform for personal and professional
relationship management. U.S. Patent Application 16/792,293.
Gaurav, K., 2016. Impact of relationship marketing on customer loyalty: Evidence from Indian
automobile industry. PURUSHARTHA-A journal of Management, Ethics and
Spirituality. 9(1). pp.2-17.
Gummerus, J., von Koskull, C. and Kowalkowski, C., 2017. Guest editorial: relationship
marketing–past, present and future. Journal of Services Marketing.
Heiens, R.A., Pleshko, L.P. and Ahmed, A.A., 2019. A comparison of the relationship marketing
outcomes of SMEs vs large enterprises in the Kuwait fast food industry. British Food
Journal.
Hoque, A.S.M.M., Awang, Z. and Salam, S., 2017, September. The Effects of Relationship
Marketing on Firm Performance: Small and Medium Enterprises (SMEs) in Bangladesh.
In 1st International Conference on Business and Management (ICBM-2017), BRAC
Business School (BBS), BRAC University, Dhaka, Bangladesh, September(pp. 21-22).
Lo, F.Y. and Campos, N., 2018. Blending Internet-of-Things (IoT) solutions into relationship
marketing strategies. Technological Forecasting and Social Change. 137. pp.10-18.

Mirick, R. G., Davis, A. and Wladkowski, S. P., 2017. Understanding sampling and recruitment
in social work dissertation research. Advances in Social Work.18(2). pp.415-436.
Nelson, T., 2018. Mergers and Acquisitions from A to Z. Amacom.
Payne, A. and Frow, P., 2017. Relationship marketing: looking backwards towards the
future. Journal of services marketing.
Roux, B. and Plé, L., 2017. Business cooperatives: when does sharing become a
drawback?. Journal of Business Strategy.
Ryu, K. and Lee, J.S., 2017. Examination of restaurant quality, relationship benefits, and
customer reciprocity from the perspective of relationship marketing
investments. Journal of Hospitality & Tourism Research. 41(1). pp.66-92.
Saraswat, A. K ., 2017. Relationship Marketing Impact on Relationship Quality and e-Loyalty: A
Study of Online Travel Agencies (Doctoral dissertation, Aligarh Muslim University).
Steinhoff, L and et.al., 2019. Online relationship marketing. Journal of the Academy of
Marketing Science, 47(3), pp.369-393.
van Hoek, R and et.al., 2020. Where we are heading and the research that can help us get there–
Executive perspectives on the anniversary of the Journal of Purchasing and Supply
Verma, V., Sharma, D. and Sheth, J., 2016. Does relationship marketing matter in online
retailing? A meta-analytic approach. Journal of the Academy of Marketing