Relationship Marketing Case Study

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Preventing the premature death 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 why customer satisfaction rates are at an all-time low. Companies …show more content…

This rather simplistic definition does not explain how businesses should share the ‘benefits’ to the customers when the article mainly talks about how marketers do not understand what customers feel about their relationship with the company. However, this suggests that one-on-one relationship is very important in order to develop a real relationship to the customers as it focuses on customer retention and satisfaction as well as recognising the value of customer relationships. Seybold (2001) says that by using scenarios, it does not only strengthen the relationship of companies to their customers, but also it is about understanding customers on a deeper level and customising offerings. Seybold’s CRM (Consumer Relationship Management) solution is an effective tool in terms of capturing customers effectively and it also allows the companies to understand the customers in a deeper level as well as being able to provide customised …show more content…

Both articles are written by one of the same author- Fournier, with thirteen years apart in between the two articles. As many businesses think that the only way to capture value through relationship marketing is only by focusing on the ‘good’ customers and eliminating the ‘bad’ customers. The main focus of both articles is relationship marketing which is why they are very similar. Fournier & Avery’s views are; to get to know the customers and what they value, to be open to the different types of relationships, and to recognize that relationships cannot be one-sided (Fournier & Avery,

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