3. Relationship marketing

Bringing quality, customer service and marketing together a return to the true marketing concept

Characteristics:

  • Focus on customer retention
  • Orientation on product benefits
  • Long time scale
  • High customer service emphasis
  • High customer commitment
  • High customer contact
  • Quality is the concern of all
  • Involves extending the marketing mix into quality and service areas with marketing driving
  • Ultimate expression: true partnership in a common goal satisfaction cause

(after Christopher, Payne and Ballantyne)

11/11