The research problem addressed in this study was an assessment of the relationship-marketing strategy that Morkels currently has in operation. This strategy focuses on membership of a club that is sold to customers when they open an account. The strategy is to keep in touch with the customer by means of the club magazine, a club card and various special events and offers that are exclusive to club members. The strategy, however, may not be entirely successful in achieving the goals and objectives as envisaged by the senior management of the company. The objective of the research was to establish what exactly relationship marketing is. Once having investigated the theory of relationship marketing, the objective of the research was to establish what the goals of the management at Morkels were and whether or not these goals were met. The methodology of the research was, firstly, to conduct a literature survey on relationship marketing. In particular the study of literature focused on the theory related to the retail market focussing essentially where similar marketing strategies had been investigated. A variety of aspects of relationship marketing and strategies that had previously been implemented were then examined. The literature survey also considered the way in which a successful strategy of relationship-marketing should be motivated, planned, implemented and followed through. Secondly the research established what the goals and objectives of the management of Morkels were by means of an investigation into the policies and manuals of the relationship-marketing department. Finally a questionnaire was disseminated to the senior management of Morkels to establish what they considered to be the needs and opinions of the customers of the Garden Route Area. A second questionnaire with similar questions was also submitted to a sample of club members. This was done to establish the opinions of both groups. The major findings of the research were that Morkels is experiencing a degree of success with its relationship-marketing strategy. The research findings also revealed that opinions of the customers and the management of Morkels do not concur on a number of issues. These differences and the most important factors were discussed and recommendations were made to management.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:10855 |
| Date | January 2003 |
| Creators | Giddy, Peter Allan Spence |
| Publisher | Port Elizabeth Technikon, Faculty of Management, Business Administration |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MBA |
| Format | x, 99 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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