The impact of relationship marketing on customer loyalty: a case study of Liikuntakeskus Vire
Mulugeta, Kidus Tibebe (2022)
Mulugeta, Kidus Tibebe
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022061017293
https://urn.fi/URN:NBN:fi:amk-2022061017293
Tiivistelmä
This thesis project investigates relationship marketing at Liikuntakeskus Vire, which is the company where the author worked as an intern. The goal of the thesis was to provide a strategic plan for improving customer relations using relationship marketing and to create a promotional plan that can be beneficial to Liikuntakeskus Vire.
In the thesis report, a definition and the key elements of relationship marketing are given in the theoretical framework. The report highlights the significance of customer relationship management and describes customer-oriented marketing as well as the process of marketing promotion planning. A SWOT analysis and SOSTAC were used in this project to provide guidance for the promotional plan.
The thesis includes a report of an interview with the owner and one representative of Vire. The interview aimed to establish the current situation of the marketing activities and their online presence. It was known from the interview that the customer influence in social media was currently minimal and there have not been any marketing efforts for a long time. The services Vire provides are of a high standard and with fair pricing. The aim was to produce a marketing plan to help turn these strengths into unique competitive advantages.
In the thesis report, a definition and the key elements of relationship marketing are given in the theoretical framework. The report highlights the significance of customer relationship management and describes customer-oriented marketing as well as the process of marketing promotion planning. A SWOT analysis and SOSTAC were used in this project to provide guidance for the promotional plan.
The thesis includes a report of an interview with the owner and one representative of Vire. The interview aimed to establish the current situation of the marketing activities and their online presence. It was known from the interview that the customer influence in social media was currently minimal and there have not been any marketing efforts for a long time. The services Vire provides are of a high standard and with fair pricing. The aim was to produce a marketing plan to help turn these strengths into unique competitive advantages.