This paper explains relationship marketing (RM) and discusses the benefits to customers and firms applying RM. Nine dimensions central to making RM successful are assessed. These are: trust, commitment, social bonding, empathy, experiences, fulfilment of promise, customer satisfaction, internal relationship marketing, and communication. The researcher then describes three personal experiences of eating out in three different restaurants and discusses good RM techniques applied deliberately or otherwise by these establishments.
What is relationship marketing?In a general sense, Gummesson (1999) states that relationships require at least two parties, who are in contact with each other. For example, the basic relationship of marketing is that between a supplier and a customer. Gro Ènroos (2000) argues that a relationship is by and large related to an attitude and, from the organisation's viewpoint, a relationship can develop only when all, or at least, most important customer contacts and interactions are relationship-oriented. Therefore, organisations should create interaction and communication processes that facilitate a relationship.Relation marketing (RM) is about identifying, establishing, maintaining, enhancing and, when necessary, terminating relationships with customers, so that the objectives of both parties are met. But why would firms and customers like to develop relationships? What are the benefits to the customers and what are the benefits to the firms? Benefits of RM from the perspective of the visitors From the customer's angle, Gwinner et al. (1998) conclude that RM could bring customers the following advantages:. Confidence: reduce anxiety, faith in product or service provider, feeling of trustworthiness of the provider. .Social benefits: personal recognition by employees, customer being familiar with employees, the development of friendship with employees.. Special treatment: extra services, special prices, higher priority than other customers.
