Textbook:
Pages : 536;
Paperback;
210 X 275 mm approx.
Workbook:
Pages : 283; Paperback;
210 X 275 mm approx.
Chapter Code : SMC17
Textbook Price: Rs. 900;
Workbook Price: Rs. 700;
Shipping & Handling Charges: Rs. 100 per book;
Books Available only in INDIA
Berry and Parasuraman defined relationship marketing as a process of attracting, maintaining and enhancing relationships with customers. Relationship marketing benefits customers as well as organizations. Customers can reduce their time and search costs and avoid anxiety by selecting services from a known supplier. Organizations can also save on the time and effort involved in attracting new customers.
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The strategy is developed in a systematic way as follows - develop the mission and vision, conduct SWOT analysis, formulate strategy and develop plans to improve service quality. Some of the retention strategies used by customers are offering financial incentives, forming social bonds, customization bonds and structural bonds, monitoring relationships, adding value to services, increasing customer contact and enhancing customer service.
Sometimes, despite efforts made by organizations to offer service with zero-defects, some errors creep in and the customer may experience problems. To deal with such situations, organizations should have a proper service recovery system in place to identify and solve problems at the earliest and minimize the inconvenience caused to customers. Organizations practicing relationship marketing should give the utmost importance to two-way communication to reap the desired benefits.
Relationship Marketing Defined
Benefits of Relationship Marketing
Benefits for the Firm
Benefits to Customers
Relationship Marketing and Transactional Marketing
Six Markets Model
Customer Markets
Internal Markets
Supplier Markets
Referral Markets
Recruitment Markets
Influence Markets
Strategy in Relationship Marketing Management
Mission and Vision
SWOT Analysis
Strategy Formulation
Quality and Relationship Marketing
Retention Strategies
Four Level Retention Strategy
Monitor Relationships
Value Addition to the Service
Increased Customer Contact
Enhanced Customer Service
Recovery of Customers
Track and Anticipate Recovery Opportunities
Solve Problems Quickly
Train and Empower Front Line Employees
Communication and Relationship Marketing
The four R's for Rewarding Relationships