Critical Analysis Of Relationship Marketing

According to the authors of the article, Relationship Marketing is powerful when it comes to theory but troubled in practice. The authors state that in order to prevent its premature death, marketers need to take the time to figure out how and why they are undermining their own best efforts, as well as how they can get things back on track (Fournier et al., 1998). Marketers did not fully understand what relationships with customers were about and how they should be built as well as maintained. As for the key issues, the article mentions a few customer scenarios of how the customers think about relationship marketing and customer satisfaction rates are at an all-time low. Companies must stop claiming that they value customer relationships and offer solutions to problem when customers feel that their loyalty is being taken advantage of. The article talks about on how to regain trust from the customers as well as on how to measure customer satisfaction.

Gordon (1998) explains that Relationship Marketing is the “process of identifying and creating new value with the individual customers and then sharing the benefits of this over the lifetime of association” (p.9). This rather simplistic definition does not explain how businesses should

Second, the relationship between quality, customer service and marketing. Third, the drivers and scope of relationships. Fourth, loyalty as building blocks of relationships. Lastly, the rise of the network organisation and relationship marketing planning (Payne & Frow, 2013). These concepts are important because relationship marketing is all about creating long-term client and therefore having the potential of making future transactions with the same client. In relationship marketing perspective, we are looking for people who value what you have to offer that connect with your message- your ideal