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DC FieldValueLanguage
dc.contributorDepartment of Shipping and Transport Logisticsen_US
dc.creatorYeung, Wai-chiu Allen-
dc.publisherHong Kong Polytechnic University-
dc.rightsAll rights reserveden_US
dc.titleThe significance of relationship marketing in the context of container liner shipping : a case study approachen_US
dcterms.abstractTough 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.en_US
dcterms.extentix, 86 leaves : ill. (some col.) ; 30 cmen_US
dcterms.isPartOfPolyU Electronic Thesesen_US
dcterms.educationalLevelAll Masteren_US
dcterms.LCSHHong Kong Polytechnic University -- Dissertationsen_US
dcterms.LCSHRelationship marketingen_US
dcterms.LCSHShipping -- Marketingen_US
dcterms.LCSHContainerization -- Marketingen_US
dcterms.accessRightsrestricted accessen_US

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