The influence of marketing relationship implementation on a building Dissertation

The influence of market relationship implementation on a structure long-term relationship with the customers - Dissertation ExampleMarketing relationship is a form of marketing derived from express response marketing campaigns and is prime to concentrate on retaining and fulfilling customers as opposed to focusing on sales transactions for an organizations growth. Research has shown that profit-making organizations are in a constant opposition with one another for new customers while still aiming to keep their current clientele. They are additionally report to be competing with one another for market leadership with a constant aim of increasing win through customer satisfaction. For the foregoing reasons, organizations alike submit to build long-term customer relationships for their sustenance. This calls for a need to develop an effective implementation strategy for establishing enduring relationships. This can be achieved through maintaining a structural customer relationsh ip management (CRM), which aims at building strong long-term relationships between the supplier and customer (Gordon, 1999). This research paper therefore attempts to study any influence that marketing relationship has in building a long-term customer relationship. The first chapter of this paper introduces the research problem while the second chapter presents a review of the related literature followed by the methodology chapter. While chapter four presents the results of the study, chapter five subsequently discusses these results. Finally, chapter sixer highlights the conclusions and recommendations to the research findings. elude of Contents Page Running Head 1 Abstract 2 Table of contents 3 CHAPTER 1 Introduction 5 1.1. Overview 5 1.2. Background Information 5 1.3. consequence of the Study 6 1.4. Problem Statement and Research questions 6 1.5. Objectives of the study 7 1.6. Research mark 7 1.7. Chapter outline 8 CHAPTER 2 Literature review 9 2.1. Introduction 9 2.2. hist orical Overview and Current Findings 9 2.3. Developing a long-term customer kindred 12 2.4. Marketing Relationship Implementation 14 2.5. Importance of Building Relationship with Customer 15 2.6. Chapter Summary 16 CHAPTER 3 Research methodologies 18 3.1. Introduction 18 3.2. Area of study 18 3.3. Research design 19 3.4. Target population 19 3.5. Sampling technique 20 3.6. data collection 20 3.7. Data analysis 20 3.8. Reliability of the research 21 3.9. Ethical considerations 21 4.0. Chapter Summary 21 CHAPTER 4 Results 22 4.1. Introduction 22 4.2. Characteristics of Participants 22 4. 3. Analysis of the four themes 23 4.3.1. Theme one 23 4.3.2. Theme two 24 4.3.3. Theme three 24 4.3.4. Theme four 25 4.4. Chapter Summary 26 CHAPTER 5 Discussions 28 5.1. Introduction 28 5.2. Discussion of the results 28 5.3. Practical implications of this study 30 5.4. Chapter Summary 32 CHAPTER 6 Conclusions and Recommendations 33 6.1. Introduction 33 6.2. Implications for Policy 33 6.3. Limitatio ns of the Study 34 6.4. Recommendations for future research 34 6.5. Concluding remarks 35 6.6. Chapter summary 36 REFERENCES 37 APPENDICES 38 CHAPTER unmatchable INTRODUCTION 1.1. Overview Marketing relationship is a form of marketing derived from express response marketing campaigns and is found to concentrate on retaining and fulfilling customers as opposed to focusing on sales transactions for an organizations growth. In practice, marketing relationship is different from other forms of marketing because it recognizes long-term effects and/or brilliance of customer relationship (Buchanan & Gilles, 1990). Additionally, Gale & Chapman (1994) argue that marketing relationship goes beyond customer-supplier communication and encompasses invasive sales promotional messages to establishing long-lasting benefits for the entrepreneur and the customer. In the present age of globalization and information superhighway, marketing relationship is experiencing fast evolution as witnessed by K otler et al (1999). It is shown to be utilizing technology in opening more(prenominal) and more collaborative and social communication channels that create a more collaborative atmosphere. The current flair leans towards the use Information and Communications