Answer to Question #275108 in Marketing for Malefa

Question

Sally and Sam have recently purchased from the Edgars Red Hanger sale. However, both had encountered different levels of customer service. Sally was assisted by a member of staff and was able to get the style and size that she needed. Sam on the other hand walked around the store for a period of time just looking for someone to help but was unable to get any assistance.  Based on these experiences, this has impacted on the way they will make future purchases. Provide a brief report to Edgars to outline the importance of relationship marketing with the above scenario in mind. Provide examples to support/justify your answer.  

Answer 1

Relationship marketing is a part of a client relationship that stresses customer loyalty and long-term client commitment rather than more limited term objectives like client acquisition and conversion of individual deals. The objective of relationship marketing (or client relationship marketing) is to make solid, even enthusiastic, client associations with a brand that can prompt continuous business.

Relationship marketing remains as opposed to the more customary sales/transaction marketing approach, which centres around expanding the number of individual conversions/sales. In the sales model, the profit from client securing cost might be inadequate. A client might be persuaded to choose that brand one time, however without a solid relationship marketing methodology, the client may not return to that brand later on. While associations consolidate components of both relationship and value-based marketing, client relationship marketing is beginning to assume a more significant part for some companies.

Acquiring new clients can be testing and exorbitantly expensive. Relationship marketing holds clients over the long haul, which brings about client steadfastness rather than clients buying once or infrequently.

Relationship marketing is significant for its capacity to remain in close contact with clients. By seeing how clients utilize a brand's items and benefits and noticing extra neglected requirements, brands can make new elements and contributions to address those issues, further reinforcing the relationship.

In the above case both the people went to the same store but came back with a very different experience, Sam felt aloof while Sally had a very personalized experience. The same thing has happened with me as well and had prompted me to choose a different brand only because a personal touch and relationship aspect was missing in the buying process. So, brands must focus on relationship marketing with a consistent experience across all customers who interact with the brand.