importance and may become dominant Measurement of customers monitoring market managing customer base satisfaction share(indirect approach (direct approach Customer information Ad-hoc customer Real time customer system satisfaction surveys feedback system Interdependency between Interface of no or limited Interface of substantial marketing and personnel strategic importance importance The role of internal Internal marketing of no Internal marketing of marketing or limited importance to substantial strategic success importance to success Source: Gronoos, (1994) and Dwyer, Schurr & Oh (1987) As noted in the above definitions, it is clear that relationship marketing is influenced by contributions from diverse relational schools. Relationship marketing incorporates the purpose, process, focus and key elements of relationship marketing as explained by Evans, O’Malley and Patterson (2004, p. 210):• the purpose is to satisfy the objectives and enhance the experience of the parties involved, the focus is on key customers and other parties, the process involves the identification, specification, initiation, maintenance and dissolution of relationships, and the key elements include mutual exchange, fulfillment of promise and adherence to relationship norms. Furthermore, one of the main principles of relationship marketing is to identify the most profitable customers so that the business can focus on customers appropriate to its strategy. Wood (2000, p.15) supports this definition and maintains that the main idea behind relationship marketing is to build relationships with customers in order to retain them instead of concentrating efforts on recruiting new ones.
importance and may become dominant Measurement of customers satisfaction monitoring market share(indirect approach managing customer base (direct approach Customer information system Ad-hoc customer satisfaction surveys Real time customer feedback system Interdependency between marketing and personnel Interface of no or limited strategic importance Interface of substantial importance The role of internal marketing Internal marketing of no or limited importance to success Internal marketing of substantial strategic importance to success Source: Gronoos, (1994) and Dwyer, Schurr & Oh (1987) As noted in the above definitions, it is clear that relationship marketing is influenced by contributions from diverse relational schools. Relationship marketing incorporates the purpose, process, focus and key elements of relationship marketing as explained by Evans, O’Malley and Patterson (2004, p. 210):• the purpose is to satisfy the objectives and enhance the experience of the parties involved, the focus is on key customers and other parties, the process involves the identification, specification, initiation, maintenance and dissolution of relationships, and the key elements include mutual exchange, fulfillment of promise and adherence to relationship norms. Furthermore, one of the main principles of relationship marketing is to identify the most profitable customers so that the business can focus on customers appropriate to its strategy. Wood (2000, p.15) supports this definition and maintains that the main idea behind relationship marketing is to build relationships with customers in order to retain them instead of concentrating efforts on recruiting new ones.