Essay About Concept Of Relationship Marketing And Fashion Industry

Concept of Relationship Marketing Practising in Fashion Industry
[pic 1]TABLE OF CONTENT                                                                                        PAGESINTRODUCTIONCOMPANY BACKGROUNDCOMPANY HISTORYCHARACTERISTIC OF RM IN THIS COMPANYCOMMITMENT & FULFILMENT OF PROMISESCUSTOMER LIFETIME VALUETWO-DIALOGUE CUSTOMISATION SERVICESSATISFACTION & QUALITYLITERATURE REVIEWCONCEPT OF RM PRACTICING IN FASHION INDSUTRYCRM – FINDING BALANCE BETWEEN TRUST, COMMITMENT & LOYALTYMEASURING CRM EFFECTIVENESS IN FASHION INDUSTRYHOW COMPANY USE MODEL OF TRUST & COMMITMENT TO ASSIST ON SUCCESFUL FACTOR IN ISLAMIC FASHION INDUSTRY IN MALAYSIA?KEEPING OF PROMISSES FACTORSHARED POWER FACTORCUSTOMER ORIENTATION FACTORAVOIDANCE OF OPPORTUNISTIC BEHAVIOUR FACTORBRAND & CORPORATE IMAGE REPUTATION FACTORINFORMATION SHARING & CONFIDENTIALLY FACTORVALUED RELATIONSHIP FACTORCUSTOMER CARE & RECOVERY FACTORCOMPANY EFFORT & ACTIVITIES PROGRAM THAT PRACTICING RM:-STRATEGY TARGET MARKETING TECHNIQUESENCOURAGING TRIALSIMPLIFYING THE SERVICE OFFERSTRUCTURE – THE WAY RESOURCES & RESPONSIBILITY ALLOCATEDSYSTEMS – MECHANISM / PROCEDURE IN BUSINESS PROCESSSTYLE – PERSONALITY OF ORGANISATIONSKILLS – CORPORATE STRENGTHS / CORE COMPETENCIESSTAFF EMPOWERMENTPOLICY OF MANAGEMENTSHARED VALUES – CORPORATE VALUESANALYSIS FROM CUSTOMER PERSPECTIVE VIEWHOW APPROACH CRM / RM IN THIS COMPANYCUSTOMER INTELLIGENCEHOW THE PRODUCT/BRAND INFLUENCE CUSTOMERHOW FAR CUSTOMER RECEIVED FEEDBACK FROM COMPANYWHAT THE REWARD CUSTOMER RECEIVED FROM COMPANY IN ORDER TO RETAIN THEM AS LOYALTY CUSTOMERWHAT THE MECHANISM COMPANY DO TO REACH THE CURRENT UPDATES/INFO RECOMMENDATION & CONCLUSIONAppendixes INTRODUCTIONCOMPANY BACKGROUNDCOMPANY HISTORYCHARACTERISTIC OF RM IN THIS COMPANYCOMMITMENT & FULFILMENT OF PROMISESCUSTOMER LIFETIME VALUETWO-DIALOGUE CUSTOMISATION SERVICESSATISFACTION & QUALITYLITERATURE REVIEWCONCEPT OF RELATIONSHIP MARKETING (RM) PRACTISING IN FASHION INDUSTRY                                2.1.1        THE EXISTING OF RELATIONSHIP MARKETING                Relationship Marketing exist because of the limitation of the traditional marketing that had been identify as one way orientation which of the character of 4 Ps, no interactivity and personalised communication is supported. (Gummesson, 1994; Gronroos, 1994; Goldsmith, 1999).  Traditional marketing also concern more on the product orientation rather than customer orientation and focus. The focus of the mix on internal processes undermines the elements of customer         feedback and interaction as a basis for building up relationships and retention. For example in the context of relationship building the 4Ps model fails to address the needs of the individual.