Clear and Customer Friendly Loyalty and Relationship Marketing Term Paper - 1

Essays on Clear and Customer Friendly Loyalty and Relationship Marketing Term Paper The paper â€Å"Clear and Customer Friendly Loyalty and Relationship Marketing† is an  excellent version of a term paper on marketing. This is a report targeting the audience of the CEO of a fictitious company looking at giving a detailed analysis of Customer Loyalty and Relationship Marketing. The report handles the introduction to the study and goes ahead to give the background information on the concept of Customer Loyalty and Relationship Marketing. The statistics have it that customer loyalty and relationship marketing have a positive influence on the issue of retention of customers in a company. The report goes further to look at both the company's aim and scope, which are generally geared towards getting not just satisfied but also delighted customers. The central issue of the company Customer Loyalty and Relationship Marketing is given a wider look and broadly discussed. Both the issue of managing value through preset loyalty programs and the advantages that accrue t o both the customer and the company as a result of ensuring that customers are retained are discussed. The last section will look at the study findings herein referred to as survey findings, the conclusion, and recommendations.Study in relationship quality indicates that more companies are capitalizing on the firm customer as well as supplier links so as to acquire valuable information on the best ways to serve customers and suppliers as well as coming up with strategies to keep them away from the company’s competitors. A researcher explains that relationship quality has a significant impact on the quality acknowledged by customers. On the other hand, another study put forward that the satisfaction of customers and the quality of services offered has a significant impact on relationship quality. It is indicated that customer loyalty is greatly influenced my confidence as well as satisfaction with the vendor, whereas other studies are of the opinion that confidence, demand, in corporation as well profits of the company have a big influence on customer loyalty. The study on customer loyalty indicates that the quality of the relationship that exists between the involved parties is important in determining the loyalty of customers. Although, there has been no agreement on the matter concerning the dimensions of relationship quality, the little practical fact on the nature and amount of the general impact of customer loyalty on service quality (Berry, 2003, p. 25-28). This research is aimed at identifying the relationship quality dimensions that facilitate qualified services firms to come up with lasting relationships with their customers so as to maintain the loyalty of these clients.Background informationIt has been accredited that customer loyalty and relationship marketing has a positive influence on the issue of the retention of customers in a company. However, the subject of getting to understand the things that may prompt a client to be loyal to a firm is one of the most important issues that require more emphasis. The study has highlighted various approaches to relationship quality although a consensus has not been arrived at, so far. The study evaluates clearly the dimensions of relationship quality that relates positively to customer loyalty that will be further provided. Communication is the major element of a company relationship, commencement, as well as progress. In addition, it is a variable that is mostly measured so as to approximate the progress of relationship with the clients of the company as this will help the company to determine the loyalty of its customers. In the perspective, of customer loyalty and relationship marketing, communication entails maintaining a firm relationship with loyal customers of the company, supplying consistent and timely information on the services offered or the intended changes and modification of services and practical teamwork whenever a problem arises (Callaghan, 1995, p. 10-65). The objective of communication is to establish a joint understanding in the early stages of relationships, the progress of customer loyalty and to encourage preferred decisions of the customers. Customers are supposed to feel the company is exhibiting authentic interests in customers themselves, and in their demands, obligations, value systems and in a convincing manner, introduce new products and services. In addition, they should actually make sure that the company values feedback, as well as make sufficient decisions.