Free Marketing Dissertations - Are The Commonly Used Ones For Marketing. Postal Mail Is Also Used As A Means
are the commonly used ones for marketing. Postal mail is also used as a means of contact. However, emailing and telephone contact are most commonly used. Similar to the communication process that communication officers use to stay in touch with current customers, it also must be asserted that customers use the same means as well. In fact, they may even be familiar with the communication officers who deal with them. This gives one an idea of how the direct communication process works and how effective it is. Certainly, if a customer becomes familiar enough to know a communication officer's name, it is obvious that the communication process used is effective enough to get desired messages through (Smith, 1998, 25-41).
Proposal:
In view of the above literature review and analysis, there is more than enough reason why Customer Relationship Marketing promotes customer retention. Customers need to feel cared for; they need to know that there is someone there for them when they have problems. It is therefore futile to provide services to customers in the UK Banking industry that are not backed up by timely help when customers need it. The Customer Relations Marketing has its role in this particular consideration because of the fact that it has to cater to the customers needs by having a thorough understanding of the issues at hand and also having proper service to back their promotions up. After all, there is little point in promoting in marketing something when there is hardly enough customer support to back up the marketing strategies. The customer retention, benefits and disadvantages are still not fully exposed, as there is need for further investigation. In considering this, it must finally be asserted that Customer Relationship Marketing and its effects on customer retention in the UK Banking industry has more room for investigation.
References:
Arnett, D.B., S.D. German, and S.D. Hunt, (2003). The identity salience model of relationship marketing success: The case of nonprofit marketing. Journal of Marketing, 67(2): p. 89-106.
Canals, J. (1993). Competitive Strategies in European Banking, Oxford: Clarendon Press.
Carroll, P. et S. Rose. (1993). Revisiting Customer Retention, Journal of Retail Banking, vol. 15, n°1, printemps, p. 5-13.
Hunt, S.D., C.J. Lambe, and C.M. Wittmann, (2002). A Theory and Model of Business Alliance Success. Journal of Relationship Marketing, 1(1): p. 17-36.
Pickton, D. and Broderick, A. (2001), Integrated Marketing Communications, Pearson Education/Prentice Hall, 64-67.
Roth, A. V. et M. Van der Velde. (1991). Customer-Perceived Quality Drives Retail Banking in '90s, Bank Management, novembre, p. 14-19.
Smith, P. R. (1998), Marketing Communications: An Integrated Approach, 3rd edition, Kogan Page: London, 25-41.
Teixera, D. B. et G. Schmergel. (1992). The Emergence of the Virtual Bank, Ernst & Young Special Report, Boston.
