Relationship Marketing – Making the Customer Count

Abstract

The key to success in service business now lies with concentrating on, and retaining, existing customers. Marketing therefore must be seen as a total approach with the customer firmly at the centre. Describes the relationship marketing ladder as the progression from conversion of a prospect into a customer, then into a client, from client to supporter, to advocate and, finally, to partner. Outlines the economic benefits of retaining customers. Emphasizes the link between quality, client retention and profitability.

Citation

Payne, A. (1994), "Relationship Marketing – Making the Customer Count", Managing Service Quality: An International Journal, Vol. 4 No. 6, pp. 29-31. https://doi.org/10.1108/EUM0000000003939