Relationship Marketing & Customer Satisfaction. A Case Study of Tesco - A Retail Supermarket Chain

      Аннотация: Customer satisfaction is a leading indicator of consumer loyalty and repurchase intension; it increases customer lifetime value; and reduces negative word-of-mouth. Establishing long-term relationships with customers is really important task for the companies in present competitive business environment. Relationship marketing is an important strategy to establish strong, even emotional customer relations, continue and enhance long-term relationships for enduring benefits of the organisation. This book provides in-depth insights and incredible knowledge about the significance of relationship marketing in order to enhance customer satisfaction in retail business context. It provides insight about how a successful retailer-Tesco has utilised its loyalty Clubcard concepts to establish customer relationships to become successful retailer in the world.

Ключевые слова: customer loyalty, Customer Relationship Management, Customer satisfaction, Relationship marketing, Tesco, Retail Supermarket