Relationship marketing is the interpersonal relationship between a buyer and a seller, which defines the fact that marketing is not solely intended to attract customers, but to keep and maintain them, as Leonard Berry first clarified in 1983 (Harker, 2006). It takes a lot of money to market to new customers, so it is worth it to pay a little bit more to make sure they stay with you. Relationship marketing is done in different ways based on the type of company. For instance, if it is a small company with one office and only 10 employees, relationship marketing is extremely important from a face-to-face perspective. You are able to visit your customers personally and should do so, as losing one customer could possibly be a large percentage of your business. Other businesses train their employees to be as friendly, courteous, and helpful as possible, which helps market their brand through relationships, no matter how large the company becomes.
Beyond offering good service as any business should, Kroger is a company I have become more loyal to in the past 3 years. I was initially attracted to shop…show more content… In my experience, the Free Friday brings me into Kroger every single week for that promotion, and while I am there, of course I find myself picking up other things I need. I know that their prices are higher than Wal-Mart, for example, but I am ok paying those prices because the items they give me for free offset those prices. This Kroger is also right next door to a Publix, yet I only visit that store once or twice a year, if I find a rare Buy One Get One Free deal there. The promotions Kroger runs, as well as the ongoing fuel rewards program, ensures that I will continue doing business with them even after I no longer work across the
