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The concept of relationship marketing

Relationship Marketing is a thought that is developed based on determining customer needs. The Organization will identify the needs of the customers and develop every activity predicated on such needs.

The whole value system of the organization will be carried out based on the capability to meet customer needs. In this concept it is seen that the client is taking the guts of attention, much main concern is directed at the clients and even the decisions depends on the client preferences.

In the current context, the travelling pressure behind the success of every business is the client satisfaction and the customer loyalty. On the other hand the driving push behind client satisfaction is the relationship the businesses have using their customers and how their needs are being attended to in the market framework overall.

Much emphasis should be given to the area that has been explored on as it is the ultimate requirement of every business that sells its product or service to the end consumer or vise versa.

1. 2 Review Area

In this Books review, Literature associated with the telecommunication industry in Sri Lanka has been looked at. Specifically considering Dialog Telecom, a well established mobile provider in Sri Lanka.

1. 3 Research Structure

This Books review will stress on the logical for the partnership Marketing and its own Effect on Market Performance taking into consideration the Telecommunication Industry. Thus consider variables that will drive such marketing viewpoint on the real time marketplaces and demonstrates its impact on market performance overall.

1. 4 Seeks and Objectives

1. To explore the facts of the books related to Relationship marketing, CLIENT SATISFACTION in the Tele-communication Industry.

2. To identify the issues relating to Customer Relationships and possible solutions in the Tele Communication Industry.

3. Relationship Marketing-How much emphasis required on the market in retaining the Customer Base

4. To Identify the primary factors which affect the client satisfaction through Marriage marketing in Telecommunication Industry

5. To give Advice and Conclusions

2. 0 Literature Review

2. 1 Romance Marketing

"A literature review uses as its databases reports of major or original scholarship, and does not report new main scholarship itself. The primary reports found in the books may be verbal, however in the vast majority of cases accounts are written documents. The types of scholarship may be empirical, theoretical, critical/analytic, or methodological in characteristics. Second a books review seeks to spell it out, summarize, assess, clarify and/or combine this content of primary reports. "(Cooper, H. M. , 1988:pp. 104-126)

Relationship marketing is an old idea but a fresh focus now at the forefront of services marketing practice and educational research.

The impetus for its development has result from the maturing of services marketing with the focus on quality, increased reputation of potential benefits for the organization and the client, and technological innovations.

Accelerating interest and productive research are extending the concept to incorporate newer, more complex view-points. (Berry, L. L 1995)

2. 1. 1. The 6 Market segments Framework

The Six Markets Model/Framework, shown in Physique 1 illustrates an extended on where Marketing can be employed. It identifies Six Key market domains where organizations should escort marketing activity and where the development of comprehensive marketing strategies may be needed. Aside from existing and potential prospects, those market segments are: Referral market segments; Supplier Markets; workplace recruitment Markets; affect Markets; and interior Market segments. (Payne, A. :1993)

2. 1. 1. 1 Customer Markets

Customer marketplaces are seen as a long-term relations between clients and vendors. Long-term relations evolve if purchasers trust retailers to provide high quality in case sellers are trustworthy. However, changes in the terms of this implicit deal may antagonize customers and disrupt the connection. We experimentally show that mutually beneficial long-term relations frequently prevail in markets for experience goods, which price rigidity after a temporary cost surprise is much more pronounced if price rises can't be justified by cost boosts. Hence, long-term relations on customer markets mitigate market inability of the "lemons" type, but are inclined to price stickiness. (Jean-Robert Tyran & Elke Renner, 2003:16)

Customer markets are the centre of attention amongst the 6 market segments model. Customer should remain the primary focus in all marketing activities. The marketing activities needs to primarily directed at maintaining a marriage with customers, an importance on obtaining and creating a long term interactions.

2. 1. 1. 2 Recommendation Markets

The 'recommendation' market site consists of two main categories- customer and non-customer referral options. Frequently, the best marketing is the fact that done by an organization's existing customers; which is why the creation of positive word-of-mouth recommendation, through delivery of spectacular service quality, is critical. Non-customer referral resources, which recommend a business to prospective customers, are identified by lots of terms. Included in these are systems, multipliers, connectors, third party introducers, agencies etc. It should be noted these referral sources are also sometimes referred to as intermediaries. However, this can be a perplexing term when applied to referral marketplaces as it is more properly used in describing the role of route associates in the delivery of a product or service to the final consumer. ( Helen Peck et al. 1999:221)

Referral marketing is by using person to person to multiply information and advice about your business. It is one of the very most effective ways to increase market show for small vendors / smaller businesses. This sort of strategy is best for those which have products in the middle or mid-high prices. You will not have to invest much money for recommendation marketing and the results can be quite good with the right strategies (How exactly to Market YOUR ORGANIZATION Through Recommendation Marketing By Fengming Jin Li, eHow End user)

2. 1. 1. 3. Affect Markets

The characteristics of the 'effect' market area is such that it usually has the most diverse range of constituent groups. Illustrative of the large selection of constituent groupings which comprise the impact market domain name are: shareholders, financial analysts, stock brokers, the business enterprise press and other marketing, consumer and consumer groups, environmentalists and unions. Each of these constituent groups gets the potential to exert significant influence over the organization and the romantic relationships a business has with them can be been able through the application of a proper marketing strategy. (Helen Peck et al. 1999:221)

2. 1. 1. 4. Company Markets

Organizations' relationships with the suppliers are having some fundamental changes. The old adversarial relationship-where a company tried to squeeze its suppliers to its advantage-is presenting way to 1 based a lot more on collaboration and cooperation. There's good commercial sense in this. Manufacturers in USA typically spend over 60 percent of total income on goods and service from outdoors suppliers. (Payne, A. 1991)

Market examination is the understanding of the dynamics and major tendencies of a specific supplier

Market (a given segment and geographic area). It is part of the "core business "of your strategic

Purchasing function. (EIPM 2004 - Toolbox - Market Analysis)

2. 1. 1. 5. Recruitment Markets

Recruitment and selection plans of firms is a mainly neglected, though important, research area which provides insights in to the working of labour marketplaces and the social reproduction of organizations. (Paul Windolf 1986:235-254)

In fact the scarcest source for some organizations is no longer capital or natural material, but it's the skilled labor which is the most significant area to be looked at. Prominence needs to get in the choice and keeping of experience and skill labor.

2. 1. 1. 6. Internal Markets

Hierarchies do innovate. So long as the invention is "sustaining" alternatively than "disruptive" (Christensen, 1997, Anderson and Tushman, 1991 cited in Newspaper shown at the Strategic Management Society, 21st Annual International Conference, SAN FRANCISCO BAY AREA, 2001)

Internal Marketing is regarded as an important activity in creating a customer focused organization. In practice, interior marketing can be involved with communication, with developing responsiveness, responsibility and purpose. Fundamental goals of internal marketing are to build up internal and external customer consciousness and remove efficient obstacles to organizational success.

2. 1. 2 Customer Profitability analysis

"Customer profitability analysis" describes the procedure of allocating profits and costs to customer segments or individual customer accounts, in a way that the profitability of these sections and/or accounts can be determined.

The computation of customer profitability amounts to a considerable activity-based costing (ABC) exercise (Cooper and Kaplan, 1991; Foster and Gupta, 1994, cited by Erik M. vehicle Raaij: 2005)

Many customer directories contain information on customers who no more have a marriage with the organization (Mulhern, 1999).

The first step in the CPA process therefore handles the recognition of the "active" customers in the client database, in order to assure that costs are allocated to active customers only.

Schmittlein et al. (1987) and Schmittlein and Peterson (1994) are suffering from quite sophisticated methods to calculate the probability of a customer being an active customer, based on recency and regularity of acquisitions. (Cited in Erik M. van Raaij : 2005)

First, CPA uncovers opportunities for targeted cost management and profit improvement programs. Printed figures show cases where 20% of customers generate225% of revenue (Cooper & Kaplan, 1991), where more than half of the clients is unprofitable (Storbacka, 1997)or where in fact the loss on a person can be as high as 2. 5 times sales revenue (Niraj, Gupta, & Narasimhan, 2001)

2. 1. 2. 1. Customer Account Profitability

The ability of a firm to create and maintain relationships with their most effective customers is a durable basis for a competitive benefit. To maintain this border over competitors, who continually try to draw in these customers away, a company has to grasp the three components of a market-relating capacity. First, a romance orientation must pervade the mind-set, worth, and norms of the organization.

Second, the organization must keep deepening its knowledge of these customers and adding it to work throughout the organization. Third, the key techniques must be internally integrated and externally aligned with the related procedures of the firm's customers.

There is less contract on the factors that determine customer devotion, particularly operating contexts.

Research on the determinants of service devotion has considered three distinct paths: quality/value/satisfaction, romantic relationship quality, and relational benefits.

The authors coalesce these pathways to derive a model that links measurements of customer devotion (cognitive, affective, purpose, and behavioral) with a system of determinants.

The model is examined with data from varied services (airlines, banking companies, beauty salons, hospitals, hotels, mobile phone) and 3, 500 customers in China. Results are steady across contexts and support a multidimensional view of customer devotion. Key loyalty determinants are client satisfaction, commitment, service fairness, service quality, trust, and a construct not used to service commitment models-commercial camaraderie.

The research contributes to the literature by providing a more complete, included view of customer devotion and its determinants in services contexts. (George S. Day: Jan 2000)

2. 1. 2. 2. Customer Lifecycle Value Analysis

Relationships are an important aspect of doing business, and few businesses can survive without establishing sturdy relationships with the customers. Even though marketing literature shows that personal romantic relationships can make a difference to service firms, little specificity has been provided concerning which relational aspects should acquire attention.

In this study, the authors take a look at one specific facet of customer-employee relationships, rapport, that they imagine may be particularly salient operating businesses characterized by a higher amount of social connections. Rapport has received relatively little attention in the marketing books; the purpose of this analysis is to load this space in the literature.

In two different service contexts, the authors find support for just two empirically distinct measurements of rapport. They also find a positive romantic relationship between these dimensions and satisfaction, commitment intention, and word-of-mouth communication. They conclude by suggesting future research directions for further educational inquiry of rapport operating contexts. (D. Gremler and Kevin P. Gwinner: AUG 2000)

Prior research suggests that consumers can vary greatly in the amount to that they wish to engage in a relationship with their service providers.

The authors identify previously found and new factors that effect whether consumers expect a service provider to form a relationship with them.

The authors then use these factors to segment consumers based on the relationship anticipations they may have with three universal categories of providers: telephone companies, banking companies, and doctors.

Depending on the service type, either several segments emerge, which range from consumers who are eager to have a relationship to those who are indifferent about romantic relationships, down to those who are averse to forming relationships with service providers.

Although there are always consumers who are enthusiastic to form a relationship with their service provider, there is no "hard center" group of consumers thinking about relationships with all service providers. (Peter J. Danaher, Denise M. Conroy and Janet R. McColl-Kennedy: AUG 2008)

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