A Proposal on Digital Relationship Marketing
CHAPTER ONE
OBJECTIVES
The objectives of the study are;
- To investigate the relationship between customer and digital marketing
- To investigate the relationship between digital marketing and customer relationship
- To ascertain whether use social media enhance your customer relationships
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Relationship Marketing(RM)
Relationship marketing was first introduced by Berry (1983) who defines it as attracting, maintaining, and in multiservice organizations enhancing customer relationship and it is recommended as a strategy to overcome service intangibility. According to Christopher et al. (1991), relationship marketing was started in 1990. On the other hand, Grönroos (1994) identifies and establishes, maintains and enhances and, when necessary, terminates the relationship with customers and other stakeholders at a profit so that the objectives of all parties involved meet; and this is done by mutual exchange and the fulfillment of promises. According to Payne (1995), relationship marketing focuses on how to develop, maintain and enhance customer relationship over the customer lifecycle rather than on attracting new customers. O’Malley and Tynan (2000) state that relationship marketing is believed to be working most effectively when customers are highly involved in the good or service. There is an element of personal interaction and customers are willing to engage in the relationship building activities. According to Palmer (2001), relationship marketing focuses on the orientation to customer retention, continuous customer contact, customer value, long-term scale, high emphasis on customer service, high commitment to meet customer expectations and quality that become the concern of all staffs. Cannon et al. (2008) state that customer relationship with each company will be at different levels. There are five dimensions of the relationship: cooperation, information sharing, operational circles, legal bonds, and relationship-specific adaptations.
CHAPTER THREE
RESEARCH METHODS
This chapter examines the various methods and procedures that will be adopted in carrying out this study. These include the following: design of the Study, area of the study population of the Study, sample and sampling techniques, instrumentation, validation of the instrument, reliability of the instrument, method of data collection, method of data analysis and decision rule.
METHOD OF DATA ANALYSIS
Correlation coefficient will be used in answering research questions while all hypothesis will be tested using Pearson Product Moment Correlation Analysis (PPMC) will be used in testing the hypotheses. All hypotheses will be tested at 0.05 significant levels
References
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- Beaton, M. and Beaton, C. (1995), “Marrying service providers and their clients: a relationship approach to services management”, Journal of Marketing Management, Vol. 11, No. 1-3, pp.55-70.
- Berry,1983. Relationship marketing, emerging perspectives on services marketing. American Marketing Association. Chicago, IL, pp. 25-8.
- Bull, 2003. “Strategic issues in customer relationship management (CRM) implementation”. Business Process Management Journal, Vol. 9 No. 5, pp. 592- 602
- Cannon et al. (2008). Basic Marketing: A-Global-Managerial Approach. New York : McGraw-Hill Irwin.
- Chen, Q. and H.M. Chen (2004), “Exploring the success factors of eCRM strategies in practice”, Database Marketing and Customer Strategy Management, Vol. II, no. 4 pp. 333-334.
- Christopher, M., Payne, A. and Ballantyne, D. (1991) Relationship Marketing. London: Butterworth Heinemann. pp. 8–9.