The extent of usage of relationship marketing strategies to enhance -brand loyalty of industrial customers: the case of the paint industry

Abstract

The Relationship Marketing concept is a philosophy of management that calls for the development of integrated marketing programme that places emphasis on creation of customer value for enhancement of customer relation. According to '-' this concept, it is the marketer's for customer retention that leads to sustained profitability. The survey for the study reported here was done between 1st August and 26 September 2002. The study sought to identify the relationship marketing strategies manufacturer use on industrial customers. The study also sought to measure the extent of usage of relationship marketing strategies in enhancing brand loyalty of industrial buyers. The population of interest included all paint manufacturers in Nairobi. The information in this study was collected using a structured questionnaire and analyzed and presented using proportions and percentages. Sixteen executives from various firms completed the questionnaire and provided the information used in this report. The fmdings of the study suggested though majority the paint industry executives were not aware of the relationship-marketing concept most of the respondents were aware of the different aspects of the concept and undertook these activities particular the ones to do with customer orientation such as identifying customer needs through research and also responding promptly to customer complains. The respondents also indicated to having mechanism of identifying and keeping in touch with their potentially loyal customers. There were various aspects whose application was not so widespread. Concerning the extent of usage of relationship marketing strategies in enhancing brand loyalty of their customers. most of the respondents recognized their importance and used reinforcing promotions for their best customers as a tool for enhancing brand loyalty to their products. The study was constrained by a non-response of some companies and hence it could not be determined how these paint companies would have responded. Time was insufficient for data collection hence the study may not have been sufficiently intensive. Collecting data on self-reported beliefs, feelings and action tendencies is quite dynamic and so the researcher may not have been given "true" responses. In conclusion, it was found that executives the paint industry used various relationship marketing strategies in marketing their products. They also undertook these strategies to enhance their brands.