| 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: | Department of Shipping and Transport Logistics |
| Pages: | ix, 86 leaves : ill. (some col.) ; 30 cm |
| Language: | English |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b17060059.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 5.45 MB | Adobe PDF | View/Open |
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