This paper discusses the principles, techniques, benefits and limiting factors associated with relationship marketing (RM) as applied to the tourism industry.
Written in 2002; 2,215 words; 13 sources; APA; $ 68.95
Paper Summary:
This paper defines relationship marketing (RM) as a way of doing business transactions with a customer focus to gain a competitive advantage through differentiation in a crowded market place. The author evaluates RM by using PO Cruises, Malaysia Airlines and the role of Frequent Flyer Programs within airlines as examples. The paper concludes that the success of RM within the tourism industry is an effective strategy and should be part of a firm's long-range planning.
From the Paper:
"RM is an efficient, effective and cheaper way to generate repeat business. Despite the fact that "the cost of gaining a new customer is falling through the use of the internet, global players and large market shares" (Middleton 2002: 167) some organizations within the tourism industry still fail to recognize it's potential. Club 18-30 can be put into this category when their Resort Representative selling techniques are assessed. The welcome meeting on any Club 18-30 holiday takes place in a contained area and Reps somewhat pressure holiday makers into purchasing the "trips" on offer (at a mere ?150 for 2 weeks) by suggesting that they will not have any fun without them. Many young tourists buy into this, which in turn influences others. With a pressurized environment, pushy selling techniques and a sense of consumer obligation, the company makes a substantial profit and the reps a small commission. This experience overall makes the consumer feel like a transaction rather than a valued customer."
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