Thesis (Ph. D. in Management)--Vanderbilt University, May 2010. / Title from title screen. Includes bibliographical references.

Relationship marketing reduces emphasis on the sales focus that organizations traditionally place on profitability, shifting towards a campaign that emphasizes customer relations and retention. The aim of this study is to determine how relationship marketing can be used to assist Botswana Railways to address issues pertaining to customer satisfaction, loyalty and retention, and at assessing how customers currently perceive the quality of service rendered to them. The extant literature emphasizes that trust is the main pillar of a relationship between customers and service providers. This relationship is nurtured though constant communication to manage expectations as well as perceptions, including therein some consideration for the seven (7) P's which are central to most service marketing concepts. Data for this study was collected by means of self-administered questionnaires which were completed by a broad spectrum of Botswana Railways customers. The questions were designed around a Likert scale technique, with the data then being processed using the Statistical Program for Social Sciences (SPSS). The findings of the study reveal that although a reasonable number of customers are relatively satisfied with the service-delivery aspects they get from Botswana Railways, there was little to no communication between their businesses and Botswana Railways, and that the various aspects that are integral to the realization of relationship marketing do not exist in the organization. This is supported by the fact that most of the customers interviewed have revealed that there is no system of communicating carriage policies and informing them about new products. These findings suggest that a number of initiatives must be introduced to enable the organization to move from transactional-based activities to relationship-based activities. / Thesis (MBA) North-West University, Mafikeng Campus, 2010

published_or_final_version / Business Administration / Master / Master of Business Administration

Thesis (Ph. D.)--Georgia State University, 2007. / Title from file title page. James Boles, committee chair; Barry Babin, Danny Bellenger, Naveen Donthu, committee members. Electronic text (163 p. : ill.) : digital, PDF file. Description based on contents viewed Dec. 14, 2007. Includes bibliographical references.

Abstract In recent years, the domestic market has suffered shrinking domestic demands resulting from the long term poor economy. In this year, this is particularly prominent that every segment of the retail industry has rather reserved or pessimistic expectations of the economic growth for the next few years. When the performance of business enterprises and channels can no longer grow with economic growth, only through the research and implementation of successful marketing activities and channel strategies can there be an opportunity for another performance peak. In addition to developing strong capabilities in marketing planning, information application, market development, market analysis and retail management, good channel relationship and research are the most important factors of success. This study investigates the relationships between the series of activities conducted by business enterprises and channel management, and their interrelationship. It aims to provide business enterprises some decision reference in marketing and management strategy. The results of the study indicate that brand image, product, promotion pricing and service strategy have significant and positive relationship with relation marketing of the channel.

Thesis (M.S.)--West Virginia University, 2002. / Title from document title page. Document formatted into pages; contains iv, 41 p. Includes abstract. Includes bibliographical references (p. 37-38).

Relationer mellan köpare och leverantören har funnits lika länge som det funnits handel. Relationsmarknadsföring beskrivs idag som viktig för företag då strategin anses hjälpa leverantörer i dess strävan efter lönsamma kunder. Vissa forskare beskriver dock relationsmarknadsföringens effektivitet som låg och menar att andra faktorer är betydligt viktigare då en kund ska välja leverantör. Syftet med denna studie är att utforska hur effektiv relationsmarknadsföring är i en leverantörs strävan att öka intäkter och etablera kundrelationer. Vilka faktorer påverkar en köpbeslutprocess vid inköparens val av leverantörer? Hur stor roll har relationskapandet vid en inköpares val av leverantör? Sex semi- strukturerade intervjuer, där inköpare var respondenter, låg till grund för det empiriska materialet i studien. Frågorna togs fram enligt en kvalitativ strategi och materialet analyserades senare också på ett kvalitativt vis. Enligt resultatet i studien kan relationsmarknadsföringens effektivitet ifrågasättas då respondenterna i studien ofta tenderade att uppfatta en leverantörs strävan efter att bygga relationer som onödig. Andra faktorer hade betydligt större inverkan i respondenternas val vilket kan innebära att en leverantör bör lägga mer resurser på dessa faktorer än de gör på relationsmarknadsföring.

Thesis (PhDBusinessandManagement)--University of South Australia, 2004.

Thesis (MBus) -- University of South Australia, 1996

Thesis (Ph. D.)--Washington State University, May 2008. / Includes bibliographical references (p. 86-93).