Relationship Marketing Case Study

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1) Discuss how the innovation of relationship marketing practices by E-commerce entities (Internet) is changing the market place as we know it. Defined by Rouse (2010), relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement by providing them with information directly suited to their needs and interests and by promoting open communication. As a result, customers provide information on their satisfaction and feedback to the organisation and word-of mouth activity increases. In relationship marketing, customer profile, buying patterns and history of contacts are maintained in a sales database and an account executive is assignment to one or major customers to fulfil their needs and maintain…show more content…
By travelling, they would have to face the heavy traffic jam and also spend money on petrol therefore, it is inconvenient, time-consuming and cost reducing. Besides that, in terms of payment, customers would have to pay only by cash after making the order. Domino’s launches Malaysia’s first fast food on line ordering portal in 2003 (Domino’s, 2014). With this on line ordering portal, not only it has improved Domino’s operations to be more efficient and effective but it has served to increase their potential customer base as the portal itself can be accessed at anywhere and anytime. To gain and maintain customer loyalty and satisfaction, Domino’s website has developed many features for their customers which are very convenient, time and cost…show more content…
1) Address: In Dominos MY website when you want to register, you have to provide them with your address and some other details. When you enter the address according to their format, the website cannot locate the address and so it does not accept your registration for delivery. They should provide acceptance for registration to the customer and let the customer write the address in his own way, and the website should suggest areas just for customer’s assistance. Fig 2. Dominos Website This image shows that a user has entered their address but the website cannot accept their registration because it cannot recognize an address like this although it is a right address. 2. Feedback System for Customers: This website has no feedback system until now. An introduction of a feedback system for customers directly linked to the main database of Domino’s where decision makers and higher level staff can see the feedback in order to make future decisions for Dominos. Although customers might say comments that might hurt your integrity, they might be biased or just hate you, but at the end of the day, there will be customers who genuinely want you to know about your product and how you can improve upon it. In fact responding to negative feedback in a positive way can turn annoyed customers into loyal fans

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