Marketing Essay -- Business, Customer Satisfaction

This essay is a critical literature review of blood Marketing in relation to client satisfaction, customer loyalty and technology. In this review, I will provide a brief orientation of family kindred trade identify the benefits of relationship marketing for companies and customers and critically analyse the belief 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 keeping customers for a long period of time. RM is used by firms to change consumer attitudes and improver the frequency of purchase in a business using marketing techniques such as promotions and advertising. According to Ndubisi and Chan (2005), relationship marketing provides an boldness the chance to get access to the right information about their customers, meet the customers necessarily effectively, efficiently and gain competitive advantage. 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 twisting ar met. This is achieved by mutual exchange and the fulfilment of promises. Promises may be made by the accompany 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 presence of relationship marketing in several industries, it kitty be difficult delimit relationship marketing that accommodates all the relationships. Ravald and Gronroos (1996) argue that relationship marketing is non restricted to the firm maintaining a close relat... ...ting is very important for the mastery of an organisation as reflected in the multiple definitions above. It is beneficial to both the company and their customers and when utilised responsibly, a great symbiosis relationship is establi shed. The analysis of customer satisfaction resulting in increased customer loyalty has been carried out and the component of increased customer loyalty resulting in high profitability for the organisation has been highlighted. The role of technology in relationship marketing has been scrutinised leading to the investigate question stated above i.e. to what extent does technology foster a close relationship between an organisation and its customers. For further research, it would be prudent to explore this area in more depth so organisations can acquire the maximise output when using technology as a means of relationship marketing.