Relationship marketing

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Chapter – 1: Introduction

1.1. Overview

Relationship marketing plays a significant role in the present market scenarios as it mainly illustrates the relationship among the customers and organizations. Relationship marketing is a form of marketing that evolved during 1970 and 1980s (Regis McKenna, 1991, p.

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4). It mainly highlights the consumer satisfaction instead of focusing on sales transactions because these relationships will help the organizations in sustaining and supporting the technological edge of the company. According to Lisa A. Guion and Heather Kent (2005, p.1), “Relationship marketing is the process of attracting, maintaining and enhancing relationships with key individuals over timeâ€?. The marketer should act like an integrator where they must synthesize technological capability with the market needs and the marketer must be supposed to bring the customer into organizations. Customers mingle with the companies as participants for the adaptation and development of services and goods. So, the relationships are considered as the key point for the basis of customer choice and company adaption. Relationship marketing involves in using the one-on-one communication in earning the loyalty of customers (GUION, L. A., 2005). These relationships can be easily improved in the organizations if the marketing is part of everyone’s job description that is from receptionist to board of directors. This method integrates the customers in designing the products which in turn creates a substance in the relationship. Relationship marketing is the key point to be considered in the retail sector. Many of the countries have increased its growth due to retailing. “Retailers interact with the final customer in a supply network, but they are both buyers and sellers of goods and servicesâ€? (Malcolm Sullivan and Dennis Adcock, 2002, p.3). Presently, there is a vast change in the retail industry and offers employment to more number of people. In these sector, retailer acts as a trader or dealer who sells the goods in small quantities. Retail sector will include various organizations related to different markets. Marketing in the retail sector can be improved only when there is a constant relationship between the customer and the organizations. Hence, it can be said that relationship marketing plays a vital role in marketing the goods in retail sectors. This marketing increase the growth of the retail sectors and further raises the market level of the country over the worldwide.

In this thesis, the further sections include Literature review, Research methodology, Findings and Analysis, and Conclusions. In the Literature Review section it briefly describes about the retail marketing in UK, relationship marketing, approaches used for maintaining the relationship, types of markets and challenges that are faced by organizations. Research methodology section illustrates the approach that is selected for analyzing the relationship marketing in UK retail sector with the help of various case studies. Findings and analysis section discusses and analyzes the performance of maintaining the relationship marketing in various organizations.

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