Presented by: Nadine Yousry 409068 Soha El-Bakatoushy 409138
Walaa Samy 409077 Presented to: Dr.Nagwa Mohamed
Slide 2
What is meant by relationship marketing ? Relationship
marketing is an approach which emphasizes the continuing
relationships that should exist between the organization and its
customers. It emphasize the importance of customer service and
quality and developing a series transactions with consumers.
Slide 3
Origin of the relationship marketing: In 1983 Levitt wrote : In
a great and increasing proportion of transactions, the relationship
actually intensifies subsequent to the sale. It becomes a central
factor in the buyer's choice of the seller the next time.
Relationship marketing is strongly linked to business process
reengineering. According to this reengineering theory,
organizations should be structured according to complete tasks and
processes.
Slide 4
usage of relationship marketing Relationship Marketing and
traditional transactional marketing are not mutually exclusive and
they are not necessarily in conflict with each other relationship
marketing. maybe more suitable in the following circumstances or
situations: High value product or service Industrial products
product are not generic commodities switching costs are high
Slide 5
Steps in relationship marketing process: Identify critical
service issues set service standards for all aspects of service
delivery Develop customer communication systems train employees on
building and maintaining a good relationship with clients. Monitor
service standards reward staff for exceeding service levels,
correct sub-standard service levels Ensure that each employee fully
understands the importance of quality and relationships in the
marketing philosophy
Slide 6
Advantages of relationship marketing Focus on providing value
to customers Emphasis on customer retention The method is an
integrated approach to marketing service and quality. Long term
customers may initiate free word of mouth promotions. Long terms
customers are less likely to switch to competitors,This makes it
more difficult for competitors to enter the market.
Slide 7
Disadvantages of relationship marketing Relatively low value
products or services Consumer products Generic commodities
Switching costs are low Clients prefer a single transaction to
relationships No/low customers involvement in production
Slide 8
Why is relationship marketing important? Relationship marketing
is very important as it creates more personal bonds and links
between the business' customers, suppliers, employees and business
referrals, among other stakeholders. This improves loyalty between
the business and its respective stakeholders, thus ensuring
sustainable growth in the long run.
Slide 9
the 7 biggest mistakes in Relation Marketing : No enrollment
program lapses Loss of interest make it hard dollars don't solve
everything NO customer ownership All about the brand
Slide 10
The impact of relationship marketing on customer loyalty A
relationship marketing strategy uses personalized communication to
sell product or service. Relationship marketing establishes long
term contact between a business and its customers in order to
increase profits. A business gathers and uses customer data to
provide discounts, complimentary products Grocery store club
discounts cards, airline frequent flier rewards and other customer
loyalty programs are examples of relationship marketing strategies.
A successful relationship marketing strategies attracts and retains
profitable customers.
Slide 11
Pizza Huts Customer service Pizza Hut's customer satisfaction
survey which is usually a two step process. The first step is an
online survey about the ordering process and what could be
improved. The second step usually occurs the next day, or at least
after the customer has received their order and consumed it. This
second survey deals with the delivery speed, food warmth, and other
customer service related issues