Business and economy relationship marketing

business and economy relationship marketing

Relationship marketing and a new economy: it's time for de‐programming. Author (s). Evert Gummesson (Professor, School of Business, Stockholm University. A business that adopts a relationship marketing orientation (RMO) will and its impact on business performance in Hong Kong, a service‐oriented economy. Relationship Marketing is a strategic approach that the Company adapts as its and changing economy have changed the rules the way a business is done.

To respond to a concern means that you find a way answer the question that empowers your company AND the person making the concern.

5 Reasons Why Relationship Marketing is Important in Business

Create Business Opportunities When you build your relationship marketing skills, you also open the door to more business opportunities because a personal connection experience leaves a a long-lasting impression. That fond memory which you created with your customer will cause you to come to their mind more quickly and frequently. Because Mari had built a person-to-person connection, she was referred and her business took off. With a person-to-person relationship marketing model you can learn first hand, and at no cost to you, what your audience MOST desires.

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For example, free Wi-Fi in Starbucks was a suggestion from patrons. Today, because Starbucks listened, its shops are always packed with customers who know they can conduct business AND get great coffee.

On the other hand, Borders did not listen to its customers.

business and economy relationship marketing

The company did not make the necessary changes, improvements and additions to keep people coming back, and as a result, the company has now forever disappeared. You need to have your own flare. By instating relationship marketing, you can quickly and easily develop your unique style.

You simply have to be yourself and respond confidently to your customers. Business has changed since social media has arrived on the scene. In terms of Relationship, there can be several ways of defining or measuring the quality of relationship with the Customer.

  • Relationship Marketing - Company and Marketing Perspective
  • 5 Reasons Why Relationship Marketing is Important in Business

Understanding of the depth of relationship and qualifying can help the Company in improving its reach to the markets as well as work towards increasing the depth of the relationship with the customer.

In the first instance, we have a happy customer who has bought the product or a service and found it satisfactory. When the Company reaches out to communicate with him and anticipate his future needs, he can be converted to a faithful customer.


A faithful customer may be a repeat customer who does continues to buy the product from the company on repeat basis without making an effort to look at alternatives. However, at this stage the customer can be influenced and be vulnerable to competition as well as price sensitivity.

Relationship marketing by the Company can help convert this customer from a faithful customer to a loyal customer. A loyal customer is one who has made an informed decision to go with the particular Company, is happy with the product, is loyal to the brand and is likely to advocate the same brand to friends and family because he believes in the Product as well as the Company and values the relationship.

Apart from customer service, there are several marketing programmes and loyalty programmes besides brand advertising that the Companies carry out to build the relationship with the customer. Relationship marketing gets translated and implemented through the marketing strategies, promotional programs as well as through marketing communication programs.

business and economy relationship marketing

When implemented as a part of marketing strategy, the relationship is normally focussed on leveraging the brands and products of the Company with the customer. Besides the marketing activities, the Companies implement internal and external corporate communications too keeping in view the Customers.

Marketing strategies are required to define the relationship marketing strategies for each of the product or service category taking into account the geographies, the customer profile as well as the overall RM objective of the Company.