In the past, it was often seen that once a prospect was converted into a client, he could be retained indefinitely. Now, in a context marked by globalization of markets and a highly competitive environment, companies seek to establish relationships with their customers. According to Eric Falque, the Managing Director of BearingPoint Inc. it is in the best interest of the company, to have the sales forces and the marketing team work together and understand the needs of their customers better and also gain an insight into the level of competition. This is why large companies are reviewing the organization of their customer relationship management. Michel Volle, the renowned economist is of the opinion that in order to cope with the demanding customers and with the development of many shopping centers, transactional marketing has given way to relationship marketing.
[...] The techniques of relationship marketing are perceived by consumers, as a means to promote the establishment and maintenance of a sustainable relationship with the brand. These techniques help to establish links with the brand and its staff in contact. The sales environment encourages them to spend more time in the store and encourages them to return. Developing a relationship with the environment thereby goes a long way in promoting the maintenance and strengthening of the current relationships. Strategy, loyalty and customer satisfaction Managing customer relationships is about how to target, attract and retain good customers. [...]
[...] We will first see that Relationship Marketing has modified the role of the seller in terms of consumer behavior and then, that relational marketing must always work in a perspective of profitability and value creation for customers. Relationship marketing in response to changing market Relationship marketing has emerged through the development of a lasting and a close relationship with the consumer. According to Berry, it aims to attract and develop the relationship with a customer, who is at the heart of the current business concerns. [...]
[...] The notion of performance Over the last ten years we have witnessed a considerable evolution with respect to sale in any large organization, regardless of whether it is a consumer industry or a service industry and irrespective of whether it is a European company or not. Relationship marketing has helped retain customers, but the organizations must also reconcile the concept of profitability and performance. However, each company has a different notion of the performance concept of its sales force. Where one can look for the "figure" at any price, the other will look for customer satisfaction, whereas one might wait for short- term results from its vendors, the other might want to wait for long-term results. [...]
[...] Their model of relationship quality has two dimensions: satisfaction with the vendor that refers to customer satisfaction with regard to the role and performance of the seller and the confidence in the vendor. The first model of the relationship between the vendor and customer behavior is relatively recent (Grewal and Sharma, 1991). These researchers sought to explain the potential role of the salesperson in customer satisfaction. According to Grewal and Sharma, marketers must practice to build realistic expectations . But, the seller must also incorporate the constraints of performance and profitability within the objectives of the organization. [...]
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