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Implementing, monitoring and measuring a programme of relationship marketing

Lindgreen, Adam 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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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
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: 21 Oct 2016 03:58

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