Marketing Essay -- Business, Customer Satisfaction

This essay is a critical literature surveil of Relationship Marketing in relation to customer satisfaction, customer obedience and engine room. In this review, I will provide a brief penchant of relationship merchandising identify the benefits of relationship marketing for companies and customers and critically consider the concept of RM with regards to customer satisfaction, customer loyalty and analyse the role of technology in relationship marketing. Leahy (2011651) defined relationship marketing as attracting and safekeeping customers for a long period of time. RM is used by firms to change over consumer attitudes and increase the frequency of purchase in a business utilize marketing techniques such as promotions and advertising. According to Ndubisi and Chan (2005), relationship marketing provides an nerve the opportunity to get access to the right information just ab unwrap their customers, seemly the customers needs effectively, efficiently and gain competitive adva ntage. In addition, Gronroos (19949) suggests that relationship marketing is a new model in marketing and its about organisation establishing, maintain and enhance relationships with customers at a profit so that objectives of the parties involved argon met. This is achieved by mutual exchange and the fulfilment of promises. Promises may be made by the company to their customers yet, what remains to be seen are if the promises are fulfilled or ultimately broken. Szmigin et al. (2005) argues that due to the vast figurehead of relationship marketing in several industries, it can be hard defining relationship marketing that accommodates all the relationships. Ravald and Gronroos (1996) argue that relationship marketing is not restricted to the firm maintaining a close relat... ...ting is very key for the success of an organisation as reflected in the multiple definitions above. It is beneficial to twain the company and their customers and when utilised responsibly, a great symbio sis relationship is established. The depth psychology of customer satisfaction resulting in increased customer loyalty has been carried out and the contribution of increased customer loyalty resulting in high favorableness for the organisation has been highlighted. The role of technology in relationship marketing has been scrutinised spark advance to the research question stated above i.e. to what extent does technology rear a close relationship between an organisation and its customers. For further research, it would be advisable to explore this area in more depth so organisations can acquire the maximise output when using technology as a means of relationship marketing.