Wednesday 2 January 2019

Relationship Marketing | Definition | Components | benefits

According to some experts:

A relationship marketing is an approach to marketing with its customers that promote both the company's long-term growth and the customer's maximum satisfaction. which more or less means that relationship marketing is a way of marketing efforts on customers who increase the long-term growth of the company and the maximum satisfaction of the customer. Good customers are an asset in which when addressed and served with good will provide income and long-term growth for a business entity.

Relationship marketing is the process of creating, maintaining and enchanting, value laden strong relationships with customers and other stockholder. which more or less means that marketing is the process of creating, maintaining and turned his excellence, charge the value of the relationship between customers and other shareholders. So any company or business entity in conducting relations with the customers really need the process of marketing.

Relationship marketing is the growth, development, and maintenance in the long term that raises the cost effective relationships with customers, suppliers, employees and other partners of mutual benefit.

According to Chan Relationship marketing is an introduction to each customer are closer to creating two-way communication by managing a relationship of mutual benefit between customers and the company.

Strategy of relationship marketing can run well in customer-owned company has the following requirements:

  1. Customers in each rating when having different profiles between one another.

  2. The customers at each rating in can give value (value) is proportional to the Ministry that he received, the company of course more than happy to serve special customers who want speed and service personality as attributes that are prioritized in comparison to regular customers, who are more concerned with cheap price.

  3. Customers at each rank when the have the distinction of awarding the response or the response to each company bidding.

The three-way relationship marketing can evolve are:

  1. Interaction customer relationship, starting from the first contact between a group with a group other, where the interaction is two-way communication.

  2. Coordinating activities, the interaction between two different companies require coordination activities that help the natural relations.

  3. Adaptations, the main core of business conducted by the company is creating a joint satisfaction. There is not a relationship that is done without going through the adaptation because adaptations can create favorable conditions.

The dimension of the Relationship marketing:

Four dimensional relationship marketing are:


Dependence between the parties must be strong enough, so the relationship can last a long time. A customer when you feel do not have strong dependence towards the seller, then it is likely that customers will often change suppliers.


A salesperson must have a concern (empathy) to customers, that means a sale should care about the problems that face customers and pay attention to the angle of view customers in addressing a problem.


Shall be long-term Relationships of mutual give and take. That is, either the seller's or customers alike benefit. Customers who want a great discount, surely must be offset by cash payment.


The Trust is more than just believe, although both these words have similar meanings. Each party when you have a strong commitment, it will create a sense of very trust (the trust) and to strengthen the relationship.

The components of the Relationship Marketing

Five components Relationship Marketing are:

Core service performance

Is the ability possess by marketers to provide the performance of core services to customers as a basis. To build a long-term relationship among organizations with customer?. The performance of a service is very expect customers to meet his expectations. The customer’s expectation is met through the service performance provided the company, then the customers will be satisfied, and in the end become a loyal customer.


The companies know and pay attention to every contribution given by members. Therefore, the company should provide rewards to the members of the positive contributions that are given to members.

The slightest contribution given to the customers of the company should be valued, because it is the company's appreciation to customers and simultaneously indulging customers so loyal to the company.

Enhancement of member interdependence

Development linkages is the customer relationship marketing activities which facilitate customers to be able to improve the link between the customer with the company, a company with suppliers, thus leading to the exchange of value for the company. The company should be able to attract new customers, both potential customers as well as customers from competitors.

That is, the companies have to heighten customer satisfaction. So that customers feel cared for, very need. Which in the end will gladly willing. To promote the company's efforts to colleagues of the other customers.

Dissemination of organizational knowledge

Scattering knowledge of the company to the customer can create an affinity company with customers or suppliers, so it can be socializing will value, purpose, and corporate culture. Scattering here can mean the company is happy to provide the knowledge, experience, and good advice to any customer or member organizations.

Reliance on external membership requirements

Beyond the membership of the trust in the desired company. This is certainly demanding the company to provide the best service. To the internal members in advance, in order to attract other members of (new) as you see fit. The company should be able to satisfy the expectations of its members. For the members of the satisfied customer is happy to promote the company's business to his friends in the other.

Benefits of Relationship Marketing

A relationship marketing contains three benefits, i.e. the benefits of economic, social, and status. Which in a nutshell can be explained as follows:

The benefits of economical

Approach first to build a relationship with the customer is the value add to the benefits of financial or economic benefits economically. It can be either cost savings incurred by the customer, special pieces.

Social benefits

Despite the economic benefits by increasing approach like the one above can build consumer preference. But this can easily be imitate by competitors of one business entity. To another almost the same in his approach. So in this approach, the business entity should we be trying. To increase their social relationship that is by paying attention. To customers by studying the needs and wants of customers individually.

The Status

The third approach is to build strong relationships with customers are adding to the current status. That is, that the business entity-business entities provide a structure program or approach. That can attract the interest of consumers to want to get involved become a member membership card.

No comments:

Post a Comment