Services and Relationship Marketing Essay Example | Topics and Well Written Essays - 1750 words

Services and Relationship Marketing - Essay Example Additionally, services could be seen as peripheral activities designed to boost the delivery of a core product, for instance, provision of a courtesy car. Service as an organization involves the entire business or not-for- profit structure that resides within the service sector (Buttle 1996). The Origin of Service Marketing Service marketing was founded upon the basic concepts of marketing. Its advancement over the years has been associated with the philosophy of customer orientation. A marketing orientation is bound to position the customer at the middle of the purposes and activity. Numerous organizations and companies have manifested philosophy, which argue that customers are the kings and that everything that is done in organizations or companies is inclusive of customers’ preference (Machtynger et al 200). Essentially, philosophy in marketing orientation concentrates more on ensuring that customers are well looked after, and that they are fully satisfied in the context of competitive assistance whereas at the same time ensuring that the assistance remains money-making. Customer reaching philosophy has dictated marketing activity throughout its history (Egan 2008). Concept Relationship Marketing Relationship marketing is the process in which relational exchanges are acknowledged, developed, sustained and terminated with the purpose of boosting performance. Relationship marketing has been perceived as a new phenomenon in the province of marketing (Baron et al 2010). The initiation of mass marketing and mass production has surrounded the idea of Relationship Marketing for a period of time. There has been stern competition, erosion of brand loyalty, unethical wars on prices in various organizations and companies. Moreover, relationship marketing has...Relationship marketing primarily aims at building closer relationships with customers in order to overcome challenges such as obtaining global competitive advantage, dealing with rapid changes in technolog y and reducing time to market new products. Relationship marketing is vital in accordance to the pros and cons involved in the engagement and sustainability of exchange relationships. Through relationship marketing, there are more returns for companies or organizations that engage themselves with existing customers and increase the loyalty of the customers than it is to make an effort of attracting new customers. Hence, relationship marketing emphasize that exchange relationships are ongoing over the lifetime of the relationship. Relationship marketing has been used by competitive marketing as a functional way of enlarging business performance. According to Gilmore 2003, relationship marketing is characterized as the identification, establishment, maintenance, and enlargement, modification, and execution of relationships with customers, a situation that results to value for customers and profit for the organization by various relational exchanges that have both past and the future.