The significance of relationship marketing in the context of container liner shipping : a case study approach

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The significance of relationship marketing in the context of container liner shipping : a case study approach

 

Author: Yeung, Wai-chiu Allen
Title: The significance of relationship marketing in the context of container liner shipping : a case study approach
Degree: M.Sc.
Year: 2003
Subject: Hong Kong Polytechnic University -- Dissertations
Relationship marketing
Shipping -- Marketing
Containerization -- Marketing
Department: Dept. of Shipping and Transport Logistics
Pages: ix, 86 leaves : ill. (some col.) ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1706005
URI: http://theses.lib.polyu.edu.hk/handle/200/2585
Abstract: Tough competition in the container shipping industry forces liners to look for a new competitive edge to outperform their rivals. Relationship marketing (RM) in this connection may offer a new approach to management in quest of achieving organisational objectives. Although RM has been developed in other industries, there is lack of previous studies on container liner shipping to enlighten the formulation and implementation of client relationship approach in this field. Shipping practitioners have to "try their luck" by their own experience and common sense, which may result in failure to attain their desired goals. The study will attempt to identify the critical factors in RM and to evaluate their significance in liner shipping. It will try to explain the related phenomenon of RM by studying the different perspectives of people involved in the shipping line through a qualitative research. This study aims at shedding light on some issues related to different aspects of RM in the context of liner shipping. In this context, the study is original. It is expected that this research will provide an impetus for future research in this area.

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