The Role of Relationship Marketing in Enhancing Customer Services and Company’s Growth: case of KK private Ltd. Com
| dc.contributor.advisor | Andualem, Getie (PhD) | |
| dc.contributor.author | Neway, Getnet | |
| dc.date.accessioned | 2018-10-30T09:31:10Z | |
| dc.date.accessioned | 2023-11-04T09:02:44Z | |
| dc.date.available | 2018-10-30T09:31:10Z | |
| dc.date.available | 2023-11-04T09:02:44Z | |
| dc.date.issued | 2014-10 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/13415 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Role of Relationship Marketing | en_US |
| dc.title | The Role of Relationship Marketing in Enhancing Customer Services and Company’s Growth: case of KK private Ltd. Com | en_US |
| dc.type | Thesis | en_US |