The relationship marketing process : an application in the aluminium circles industry

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The relationship marketing process : an application in the aluminium circles industry

 

Author: Tong, Kai-pun
Title: The relationship marketing process : an application in the aluminium circles industry
Degree: M.Sc.
Year: 1998
Subject: Aluminum industry and trade
Relationship marketing
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Dept. of Management
Pages: xi, 85 p. : ill. ; 31 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1439073
URI: http://theses.lib.polyu.edu.hk/handle/200/2150
Abstract: Nowadays, the market competition in the aluminium circles industry is tougher than ever before. Companies are facing with rapid and dramatic changes in the external market environment. They have to cope with the continuously increasing production capacity, the decreasing market price, the pressure of substitution products and even the change in the consumers' taste. Internally, companies have to deal with problems like the increasing production cost. In order to overcome such problems and get success in the market, relationship marketing is needed to be introduced. The present study aims at providing a critical examination on the relationship marketing process in the aluminium circles industry. The research objectives are as follows: To examine whether the customers agree that the aluminium circles suppliers provide relationship marketing; To study the impact of the relationship marketing inputs(Understanding customer expectations, building service partnerships, empowering employees and total quality management) on the relationship marketing outcomes(Customer satisfaction, customer loyalty and quality products); To explore whether the customers are interested in building up long-term relationship with the suppliers; To find out whether customers of different length of relationship have different view on relationship marketing process; To review the findings of the study and make recommendation for the future direction of the industry The study finds out that the customers of aluminium circles slightly agree that their manufacturers provide them with good relationship marketing inputs. The customers show that if the manufacturers perform the relationship marketing inputs well, it can improve the relationship marketing outcomes. Especially, when manufacturers can perform total quality management and empowering employees well, customer will be satisfied. The customers view the four relationship marketing inputs with different importance. Relatively speaking, total quality management and empowering employees once again are perceived as most important while understanding customer expectations and building service partnerships are less significant. Most of the customers show their strong interest in building long-term relationship with their aluminium circles suppliers. Meanwhile, customers with different length of business relationship view the relationship marketing process differently. Based on our positive findings of customers' view towards the relationship marketing process, we are convinced that relationship marketing is a right direction for the industry. Manufacturers should make changes from their production-oriented corporate culture and the 4P marketing to the relationship marketing. They should find out their critical relationship marketing inputs and the characteristics of their targeted segments to formulate their best relationship marketing strategy.

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