Professional Documents
Culture Documents
Relationship Marketing of Services
Relationship Marketing of Services
of Services
Potential customer
Appropriateness of RM
Does the customer want a relationship?
Most Profitable
What segment spends more with
Customers Platinum us over time, costs less to maintain,
spreads positive word of mouth?
Gold
Iron
Successful when… “the marketer and the customer abandon their adversarial
role behavior in favor of some form of partnership or alliance” (Dodge and
Fullerton 1997, p. 5).
The reasons why relationship marketing fails
Nelson and Kirkby (2001) believe there are seven key reasons:
1. Data is ignored
2. Politics rule
3. The IS organisation and business users cannot work together
4. There is no plan
5. Relationship marketing is implemented for the company and
not the customer
6. A flawed process is automated
7. No attention is paid to skill sets
To Conclude…
Emerged due to awareness of the importance of relationships in services and
of increasing consumer expectations.