The Role of Relationship Marketing in Enhancing Customer Services and Company’s Growth: case of KK private Ltd. Com
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Date
2014-10
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Addis Ababa University
Abstract
The growth and survival of any business organization depend on its customers.
Customers are source of profit as well as the building block of maintaining market share of the
company. The dominating feature of fierce competition in today’s business and globalization
required any companies to build long term relationship marketing with customers and to scale up
customer loyalty. Therefore, currently relationship marketing has become vital instrument of
business and existences.
Dimensions of relationship marketing including customer services are the vital pivot point for
attracting and retaining customers’. Therefore, this study is aimed to explore the role of
relationship marketing in enhancing customer services and maintaining company’s sustainable
growth in the case of kk private ltd. Com. A theoretical framework was used as a guideline to
show the interdependency of level of customer loyalty ladder, customer services and sustainable
growth .
Based on qualitative and quantitative method, descriptive research approach has been
selected and carried out. Primary data was collected from internal sources by using semistructured
interview and pre- designed research questionnaire which have given to all whole
seller of the company. Secondary data was collected from the company sales report, marketing
research report, and strategic plan documents.
The population study are all whole seller who made a business with a company considered
as sample size, there number is 60, of which 52 of them has responded to the questionaraire.
Relationship marketing ladder of customer of Seth Godin with some modification is the pivot
point of research analyses. A descriptive statistics accompanied with tables and percentages were
in used to analyze the data.
The finding of the study identified the current level customers’ loyalty ladder and the
customer service valued most by customers and additional service they will want to see in future.
Similarly, the current relationships between customer and organization are assessed and its
impact on sustainable growth of the KK private Ltd Com. is also indicated. Hence, the KK
private Ltd Com has to work closely with current customer without any services discrimination
and attract the new ones. Continuously improve the quality of customer service based on the
research and try to establish a solid ground for long term customer relationships. Key words:
Relationship Marketing, level of Customer Loyalty ladder and customer services.
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Keywords
Role of Relationship Marketing