Relationship Marketing : Developing Seller-Buyer Relationships, Case: Fitness Empire
Krokhina, Anastasiia (2017)
Krokhina, Anastasiia
Lahden ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201704275563
https://urn.fi/URN:NBN:fi:amk-201704275563
Tiivistelmä
The sphere of marketing has undergone dramatic changes over the years.The goals and objectives of companies have changed as well as their focus on customers to attract. Changes have happened from the side of customers too. Their perception of goods, companies and decision making in general is now much different. In the thesis, the author thoroughly studies relationship marketing. The main objective of the research is to develop seller-buyer relationships of the case company. The purpose of the research is to give recommendations for the case company to gain more loyal customers.
In the theoretical part of the thesis the main concepts of marketing,marketing analysis tools and relationship marketing are explained. Both primary and secondary types of data are included in the research.
Empirical research is presented next. Firstly, the case company is introduced. The data is collected with the help of the interview and the questionnaire. Thus, the research method of the thesis is qualitative. Both deductive and inductive research approaches are used in the thesis. The author starts deductively with theoretical issues and then comes to observations. After that development recommendations are given referring to the theory. It represents inductive research method.
The development plan is created by the author combining theoretical and empirical research. In the development plan three types of analysis are employed: SWOT, four actions framework and value proposition canvas. Comments on determinants of the case company relationship marketing are given in the development plan. Moreover, possible development of marketing strategy and relationship development process of the case company are presented.
As a result of the research, the author is able to answer all the research questions and the research is considered to be reliable and valid.
In the theoretical part of the thesis the main concepts of marketing,marketing analysis tools and relationship marketing are explained. Both primary and secondary types of data are included in the research.
Empirical research is presented next. Firstly, the case company is introduced. The data is collected with the help of the interview and the questionnaire. Thus, the research method of the thesis is qualitative. Both deductive and inductive research approaches are used in the thesis. The author starts deductively with theoretical issues and then comes to observations. After that development recommendations are given referring to the theory. It represents inductive research method.
The development plan is created by the author combining theoretical and empirical research. In the development plan three types of analysis are employed: SWOT, four actions framework and value proposition canvas. Comments on determinants of the case company relationship marketing are given in the development plan. Moreover, possible development of marketing strategy and relationship development process of the case company are presented.
As a result of the research, the author is able to answer all the research questions and the research is considered to be reliable and valid.