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El presente trabajo tiene como objetivo lograr la fidelización de los clientes, respecto al servicio y a los productos que ofrece el restaurante, debido a que no existe una adecuada relación entre los clientes y el restaurante. The present work aims to achieve customer loyalty, regarding the service and the products offered by the restaurant, because there is no adequate relationship between customers and the restaurant

Relationship Marketing is relatively unknown in construction, but is widely researched in non project disciplines and applied similarly. Relationship marketing as a sub-component of marketing provides valuable and reliable tools that a manager can use to enhance a service that is being provided to a range of clients. It provides a better solution to client interaction than traditional marketing due to its focus on mutual attainment of common goals. The purpose of relationship marketing is to attract new clients and ensure that existing clients are looked after in a collaborative engagement where objectives are identified and mutual goals set. Overall collective aims of venture participants are identified and achieved. The aim of the research is to identify key relationship factors that should be considered when selecting a construction service. This is achieved through a number of steps that include: examining the principles of marketing and its association with RM; examining alliance principles and construction RM principles, supply chain and service selection issues and relationship development constructs; interviewing a number of construction actors to theorise issues that are important to construction, its connections and relationships. Other activities include interviewing a substantial body of construction actors that have experience of Alliance projects and are able to comment on the relationship development process and observe activities undertaken at a number of alliance development and alliance lessons learned (outcome) workshops. The research identifies methods that enable relationships to be developed and a model that gives buyers the ability to pre-qualify and select contractors that are committed to providing value is provided. The main findings from the research show that RM has many attributes that should be applied to construction; indeed several aspects of RM are currently being applied in alliance projects. The particular form that RM takes in alliance projects is in the relationship development of the stakeholders. These stakeholders eventually become the virtual team who manage the project. In particular the development of trust, commitment and mutual goals in alliance projects form a close parallel with similar constructs in RM. Four themes were discovered to make a difference in relationship development in construction. They were the process of the relationship development workshop; the underlying attributes associated with the development process, in particular trust, trust building, commitment and communication; the outcome for the team; and organisational issues associated with individuals in the relationship development workshops. The particular contribution that the research identifies is in the various models of relationship development that have been constructed throughout the research period. The first, an interim model, identifies a marketing continuum that forms a framework and provides an insight into the ways in which RM may reduce stress and reasons for conflict in a construction project team. At the same time the model shows how increased trust, commitment and satisfaction for the stakeholders, together with value adding potential in the supply chain, may be attained with the use and application of RM principles. The second interim model builds on the first model and applies an organisational focus to the original project based model described earlier. Ongoing relationships based on project success are identified. A third and final interim model identifies the association between process (project) and product success with transactional and relationship marketing. The model identifies how a RM approach provides a long term project success that may be translated to marketing success in a particular industry sector through ongoing relationships. Finally, building on the aforementioned interim models a construction relationship development model is proposed. It is suggested that these models develop and contribute to emerging theory on RM in a project environment and its application to construction. The models also contribute to relationship development theory applied to project driven and temporary organisations. These temporary organisations are particular to the construction industry and they stand to benefit greatly from this research.

A firm�s relationships with its customers contribute to its organizational capital and represent an important part of its shareholder value, so the nature of the value in these relationships needs to be understood well and managed carefully. Marketing managers therefore require techniques that will assess relationship value comprehensively in order to manage their portfolio of customer relationships effectively and in order to argue for a sufficient share of the firm�s resources to develop these market based assets for competitive advantage. At present, there is a well-established technique for assessing customer profitability analysis which assigns revenues, expenses, assets and liabilities to customers and algebraically sums their value to reach a profitability figure for each customer. However, even in its more sophisticated forms, the primary focus of customer profitability analysis as it is currently used tends to be the management of profitability by way of the management of existing situations, and particularly of cost, rather than the management of the value that is potentially available in the future from the intangible aspects of a relationship. Without knowledge of the dimensions of intangible value in the relationship, the technique is restricted to assessing those relationship aspects that can be easily quantified in dollar terms by the modification of existing accounting information. This leaves a gap in the available toolbox for managers in assessing relationship value, because much of the value of a relationship may be in its intangible aspects, which at present can not be readily assessed other than by a manager�s experience and intuition. In order to develop techniques specifically for intangible value assessment, it is necessary to understand the dimensions of this intangible value. Development of scales to measure the dimensions of this intangible relationship value and development of an understanding of its structure is thus a useful research goal, which is supported by calls in the literature for the quantification of market-based assets and their value Elucidation of the dimensions and structure of intangible relationship value is therefore the goal of this thesis. Although there are recent reports in the literature of studies that include the intangible aspects of relationship value, most of those that have been conducted in a business-to-business context appear to be primarily concerned with investigating the drivers of value rather than its dimensions, and those that deal with the business-to-consumer context describe techniques to assess the aggregated value of many consumers, rather than an individual buyer as is required for business-to-business applications. The thesis therefore proposes a conceptual framework, synthesised from the intellectual capital literature, which provides a set of six dimensions and a structure of intangible business-to-business buyer-seller value. The six proposed dimensions are unique in that they cover the human aspects of the relationship extensively. The thesis describes the testing of the proposed conceptual framework. This was achieved primarily by the use of the structural equation modelling technique on survey data that was collected from managers in the New Zealand manufacturing industry, following qualitatively analysed interviews with managers. The tests support the framework and its value dimensions. The thesis therefore concludes that this research provides a contribution to the literature on value assessment and that future research should be conducted to validate its findings.

A typical problem with relationship management in a B2B environment is that implementing companies often see the relationship only from their own perspective. In other words, the supplier decides which customer is worth treating as a key customer, without involving the customer in this decision, or vice versa. As a result, even resource-consuming key account customers might move to competitors if they do not value the relationship in the same way as the supplier and see an opportunity to save costs by switching sources. This study develops a better understanding of value in B2B relationships. It investigates the segmentation methods currently used in relationship management and develops a new approach that brings the value perspectives from buyer and seller together. The major contribution of the research, however, is to test the proposition that congruency of the value expectations of buyer and seller will optimize the relationship strength.In the literature there seem two general approaches, the hard and the soft. This research combines these measures to form a single, cohesive measurement of congruency of relationship value, from the perspective of both partners in the relationship. There is a lacuna in the burgeoning literature on relationship management, where trust is often inadequately represented in the research, and where reciprocity of value between relationship partners is often omitted. This research addresses this critical, yet under-researched, issue. It also provides a useful, practical, guide to companies desirous of setting up strong relationships with other organizations by explaining the importance of soft value measures and focusing on shared value expectations in these relationships.The quantitative survey was conducted among buyers and sellers in small and medium sized companies in Germany that are operating on an international level. The empirical results strongly support the research thesis. Implications for theory and practice are provided as well as recommendations for further research.

<p>If you look out the window today you can observe influences from all over the world. It seems like the world has shrunken and accessibility has gotten a bigger impact. We are talking about globalization and it can be said to diminish the boarders and unite people all over and contribute to more interactions between different countries and cultures, which in turn will lead to new challenges for companies. More companies can therefore meet in different contexts and for instance a company from Sweden where production costs are comparatively high will be attracted to markets like the Chinese because of their comparatively low production costs. The culture differences between these two nations are wide and will therefore cause implications like cultural clashes or misunderstandings. This is where our interest of the subject grew and hence our research question is:</p><p>“How can Swedes avoid incidents of a cultural descent when developing business relations with Chinese corporations?”</p><p>The main purpose of this study is to get a better comprehension on how businessmen perceive cultural differences in situations where business relationships are essential and how they avoid such incidents. In addition we have in this study divided the main purpose into three sub-purposes. These are: to gain a better understanding on how both Swedes and Chinese build relationships in business-to-business situations, to gain a better understanding of the differences in the Swedish and Chinese business culture, and to provide suggestions for Swedish entrepreneurs in becoming more aware of cultural gaps when entering the Chinese market.</p><p>Our study is based on an hermeneutic approach. We have used an qualitative research strategy where our empirics are based upon seven semi-structured interviews with businessmen today resided in Sweden but have experience from Chinese business interaction. In addition both Swedish and Chinese businessmen have been interviewed to obtain a more balanced data. The contextualization we have made is aligned towards an individual perspective.</p><p>Our theoretical frameworks consist of a wide range of theories such as: business relationships theories, relationship marketing theories, Guanxi theories, cultural theories, and culture clash theories. Based on our empirics we have been able to interlink many aspects to conclusions. These have mainly been differences in the two cultures, such as; difference in hierarchy level and how this has caused implications for Swedish businessmen. It was also showed that there are differences in approaching potential business proposals, where the Swedes tended to be direct in contrast to the Chinese who preferred a slower paste. In addition this study showed that what is referred to as Guanxi is far more linked to the Chinese culture than networking is in Sweden.</p><p>For a Swedish business man these findings can help prevent incident of diversifying range but raise awareness of other cultural aspects that needs to be considered before going to China in business purposes.</p>

<p>In this thesis, we aim to find out ways that Multimind’s create customer focused value and sustain the value in the recruitment industry and their customer relationship management in the niche market. Our purpose is also to study their strategy, policies and their organizational culture especially in customer focused value and relationship management in this service business.  In this thesis we will study only on their strategy toward this niche market. Therefore, the scope of study will cover its business’s history on company’s objective, operation process, organization’s culture, company’s policy and strategy in market learning and innovation. We use qualitative method by conducting the interview with the informant. We use both primary and secondary data for collecting the data. In our primary data, judgment sampling method is being applied in selecting the interviewee. For Secondary data; we have searched the information from the company’s website, academic journals from university library. </p>

<p>Nowadays, the European airline market is characterized by two major different airline business models; the full service airlines and the low cost airlines. Secondary, appeared for the first time in 1985 in form of the Irish low cost carrier Ryanair. In recent days, the European low cost market stands out through its growth potential and high competitiveness. Therefore, startup companies aiming to join the wave of success as well as insolvency of newly established airlines are part of the daily occurrence. The challenge, that established low cost airlines are faced with, is to create competitive advantages against new entrants and direct competitors under the circumstances of environmental changes. In addition to the described problem a model was developed in order to picture the situation. This paper aims to provide an answer to the specific question: How do low cost airlines use relationship marketing in order to enhance, maintain and attract new customers? The second step is to figure out how those tools affect the airlines generic strategy. The purpose of this study is to find out how low cost airlines in Europe deal with tools of relationship marketing and what are the effects those tools have on generic strategies. This thesis is based on a case study within the European low cost airlines market, with a special focus on three airlines: Ryanair, EasyJet and Air Berlin. These questions are addressed using information obtained in interviews with respondents from the airlines that were recently conducted in Brussels and Bremen by personal interviews and additionally by telephone interviews and email contact. The results show that relationship marketing tools are used in a different extent by the airlines. The authors could not find evidence that using relationship marketing tools is the single solution to compete more successfully than without. It is further argued by the authors that RM is just one aspect strengthening the generic strategy in order to gain sustainable competitive advantage.</p>

It is becoming increasingly difficult, although very important, for companies to reach out to its customers and differentiate themselves in the market place. The main reason is that the competition is extremely intensified and customers can quite easily switch between suppliers. Focusing on relations is a way for companies to overcome some obstacles of competition that is evident in today’s market place. One way for companies to reach its customers, strengthen the relation, and meet them face-to-face is to create events. How-ever, finding the target group and motivating individuals to attend events is an important issue for the companies arranging events. There has to be a match between what the company arranging the event want to communicate and what the invited individual expects to gain out of attending the event. It is further important to direct the event towards certain individuals and also to make sure that the invited people actually attend the event. The purpose of the thesis is to explore how companies can arrange meaningful events to a targeted audience and examine what factors motivates the individuals to actually attend these events. An inductive approach is mainly used since it allows for flexible structure where empirical data is collected and before applying appropriate theoretical framework. The authors have further chose to collect data in a qualitative manner as this allows for open ended inter-views which can generate in deeper understanding of the reasons for individuals to attend corporate events. The primary data was based on interviews related to four corporate events previously taking place. The authors found that there are numerous reasons for creating corporate events mainly because events are a platform that naturally integrates many marketing activities. When targeting individuals a personal contact can increase the likelihood that the invited people will attend an event. The reason is that through direct communication a person has the opportunity to tailor the invitation by explaining the reasons for why this particular person should find the event important and interesting to attend. Corporate events should offer valuable information for the attendees otherwise there is risk that invited individuals will not attend an event. Individuals attend events for the purpose of interacting with representatives from the arranging company as well as people from other attending companies. It can be concluded that a corporate event should be work related in some how and include new information and/or offer networking possibilities. / Det blir allt svårare, men ständigt mer viktigt, för företag att nå ut till sina kunder och differentiera sig på marknaden. Den främsta anledningen är att konkurrensen är mycket intensiv och det är förhållandevis enkelt för kunder att byta leverantörer. Genom att fokusera på relationer kan företag övervinna några av de konkurrenshinder som är påtagliga på dagsläget. Genom skapande av events kan företag nå sina kunder, möta dem öga mot öga och där-med stärka relationen till dem. För att lyckas med detta är det viktigt för företag att hitta de tilltänkta målgrupperna och motivera individer till att bli intresserade och faktiskt besöka eventet. Det är viktigt att anpassa ett företags motiv för skapandet av ett event men det som de inbjudna individerna förväntar sig få ut av att besöka eventet. Det är vidare viktigt att ett event riktas mot de tilltänkta individerna och för ett företag att se till att de inbjudna verkligen besöker eventet. Uppsatsen syftar till att undersöka hur företag kan arrangera meningsfulla events för en tilltänkt målgrupp och ta reda på vilka faktorer som motiverar individer att faktiskt besöka dessa events. Ett induktivt tillvägagångssätt används till största delen i uppsatsen eftersom det är tillåter en flexibel struktur där författarna utgår från empirisk data för att sedan hitta lämplig teori. Författarna har även valt att använda kvalitativ data eftersom det möjliggör öppna intervjuer som kan ge djupare inblick i hur företagsevent kan skapa mervärde för ett företag och dess besökare och förståelse för de inbjudnas motivationsfaktorer. Primär data baserades på intervjuer med individer relaterade till fyra olika företagsevent som tidigare ägt rum. Studien visar att företag har många olika skäl till att arrangera events och den främsta orsaken till detta är att events är ett forum som integrerar flera marknadsföringsaktiviteter på ett naturligt och ofrånkomligt sätt. När ett företag marknadsför ett event till en tilltänkt målgrupp kan personlig direktkontakt öka sannolikheten att de inbjudna kommer att besöka eventet. Anledningen till detta är att direktkommunikation ger ett företag möjligheten att skräddarsy inbjudan genom att förklara varför just denna individ bör besöka eventet och varför det bör vara viktigt för denne. Ett företagsevent bör erbjuda besökande individer värdefull information, i annat fall riskerar företaget att många individer inte kommer priori-tera just detta event. Individer besöker företagsevent i syftet att integrera med representan-ter från det arrangerande företaget och individer från andra besökande företag. Studien visar att företagsevent bör vara arbetsrelaterade i dess utformning och erbjuda intressant in-formation och/eller erbjuda integrationsmöjligheter.

If you look out the window today you can observe influences from all over the world. It seems like the world has shrunken and accessibility has gotten a bigger impact. We are talking about globalization and it can be said to diminish the boarders and unite people all over and contribute to more interactions between different countries and cultures, which in turn will lead to new challenges for companies. More companies can therefore meet in different contexts and for instance a company from Sweden where production costs are comparatively high will be attracted to markets like the Chinese because of their comparatively low production costs. The culture differences between these two nations are wide and will therefore cause implications like cultural clashes or misunderstandings. This is where our interest of the subject grew and hence our research question is: “How can Swedes avoid incidents of a cultural descent when developing business relations with Chinese corporations?” The main purpose of this study is to get a better comprehension on how businessmen perceive cultural differences in situations where business relationships are essential and how they avoid such incidents. In addition we have in this study divided the main purpose into three sub-purposes. These are: to gain a better understanding on how both Swedes and Chinese build relationships in business-to-business situations, to gain a better understanding of the differences in the Swedish and Chinese business culture, and to provide suggestions for Swedish entrepreneurs in becoming more aware of cultural gaps when entering the Chinese market. Our study is based on an hermeneutic approach. We have used an qualitative research strategy where our empirics are based upon seven semi-structured interviews with businessmen today resided in Sweden but have experience from Chinese business interaction. In addition both Swedish and Chinese businessmen have been interviewed to obtain a more balanced data. The contextualization we have made is aligned towards an individual perspective. Our theoretical frameworks consist of a wide range of theories such as: business relationships theories, relationship marketing theories, Guanxi theories, cultural theories, and culture clash theories. Based on our empirics we have been able to interlink many aspects to conclusions. These have mainly been differences in the two cultures, such as; difference in hierarchy level and how this has caused implications for Swedish businessmen. It was also showed that there are differences in approaching potential business proposals, where the Swedes tended to be direct in contrast to the Chinese who preferred a slower paste. In addition this study showed that what is referred to as Guanxi is far more linked to the Chinese culture than networking is in Sweden. For a Swedish business man these findings can help prevent incident of diversifying range but raise awareness of other cultural aspects that needs to be considered before going to China in business purposes.