Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350 and Crawford, Ian 1999. Implementing, monitoring and measuring a programme of relationship marketing. Marketing Intelligence and Planning 17 (5) , pp. 231-239. 10.1108/02634509910285646 |
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Abstract
This single, embedded case study examined the marketing activities of Flensted Catering A/S, a Danish food company. The case is the first one in a series of case studies constituting a larger research project with the overall objective of understanding how to implement relationship marketing, how to monitor the outputs and how to measure the returns. In 1996, the company embarked on a three-phase programme directed at building relations with customers. As a prelude to the implementation, Flensted Catering A/S conducted focus groups and issued questionnaires to determine customer perceptions of how the company could meliorate its performance. Subsequently, the Danish firm established project teams, instituted customer-focused staff training and sought to improve communications with customers. Following the implementation, the monitoring revealed that Flensted Catering A/S was rated as a better supplier by 43 per cent of its customers and that customer retention had risen to 94 per cent
Item Type: | Article |
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Date Type: | Publication |
Status: | Published |
Schools: | Business (Including Economics) |
Subjects: | H Social Sciences > HF Commerce |
Uncontrolled Keywords: | Catering industry; Customer loyalty; Customer satisfaction; Denmark; Employee relations; Relationship marketing |
Publisher: | Emerald |
ISSN: | 0263-4503 |
Date of First Compliant Deposit: | 30 March 2016 |
Last Modified: | 02 May 2023 23:54 |
URI: | https://orca.cardiff.ac.uk/id/eprint/55298 |
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