Implementing Relationship Marketing: the Role of Internal and External Customer Orientation

4896 WordsDec 21, 201020 Pages
IMPLEMENTING RELATIONSHIP MARKETING: THE ROLE OF INTERNAL AND EXTERNAL CUSTOMER ORIENTATION by T.F.J. Steyn*, S.M. Ellis** and F.A.A. Musika* *WorkWell: Research Unit for People, Policy & Performance School of Entrepreneurship, Marketing and Tourism Management Potchefstroom Campus North West University[1] **Statistical Consultation Service Potchefstroom Campus North West University Paper presented at the European Institute for Advances Studies in Management (EIASM) Workshop on Relationship Marketing, EIASM, Brussels, Belgium, 27 – 28 January 2004 IMPLEMENTING RELATIONSHIP MARKETING: THE ROLE OF INTERNAL AND EXTERNAL CUSTOMER ORIENTATION ABSTRACT Developing an internal and external customer orientation will…show more content…
FOSTERING INTERNAL AND EXTERNAL CUSTOMER ORIENTATION TO FACILITATE THE IMPLEMENTATION OF RELATIONSHIP MARKETING Sheth and Parvatiyar (1995:261) define relationship marketing as “an orientation that seeks to develop close interaction with selected customers, suppliers and competitors for value creation through co-operative and collaborative efforts”. This definition suggests that businesses should pursue profitable business relationships. Morgan and Hunt (1994:22) define relationship marketing as “all marketing activities directed towards establishing, developing and maintaining successful relational exchanges”. This definition sets out the ultimate goals of relationship marketing, but does not show what relationship marketing entails. Attempts have been made to address this limitation by emphasising the dimensions and activities of relationship marketing. These dimensions and activities include (Too, Souchon and Thirkell, 2001:290): • customer retention; • product benefits; • quality improvement; • customer service; • customer commitment by the business; and • frequent contact with the customer. The first four issues refer to the business’ customer orientation while the last two

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