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Social Relationships Of Marketing And Analytic Dimensions

513 words - 3 pages

SOCIAL RELATIONSHIPS of MARKETING and ANALYTIC DIMENSIONS
NICOLE GAJADHAR
ALGOMA UNIVERSITY

SOCIAL RELATIONSHIPS of MARKETING and ANALYTIC DIMENSIONS
Summary
Any business, in order to be successful must have market researchers to analyze behaviors and actions of consumers. Without market researchers it is impossible to maintain a good business to consumer rapport. Businesses to consumer relationships are misunderstood because the dimensions of characteristics such as competence are not explained thoroughly in marketing research. This article identifies the characteristics and relationships between, “communication, trust, commitment, satisfaction and conflict handling” (Malhotra, Agarwal and Du Bisi 2010, p.20) along with a hypothesis created by the authors. The research paper attempts to prove how successful relationship marketing strategy must require an understanding ...view middle of the document...

Evaluation
Customer Satisfaction can be achieved multiple ways however under the scope of market research it takes depth analysis to recognize consumer behavior. Customer satisfaction is defined as, “a large extent by the disconfirmation or confirmation of consumer expectations” (Malhotra et al., 2010, p.21). I think this serves as true fact because customer satisfaction is dependent on customer expectation and customer expectations is dependent on, “some factors that underpin relationship marketing which include, communication, trust, commitment, satisfaction and conflict handling.” (Malhotra et al., 2010, p.20). An example of a factor that represents this finding is communication. “Communication is the ability to provide trust worthy information in time” (Malhotra et al., 2010, p.21). Therefore exchange of information is vital in the channel of communication. “Prior studies suggest that exchange of information is an important part of both traditional industrial selling and relationship marketing” (Malhotra et al., 2010, p.21). The proposed hypotheses suggest that, “communication will lead to customer satisfaction” (Malhotra et al., 2010, p.23). When communication of information is reliable trust is built which result in loyalty and customer satisfaction. Moreover, “if the customer is satisfied, then he is likely to engage in private or public praise that will lead to loyalty” (Malhotra et al., 2010, p.23). An example of public praise is writing on company comment cards and expressing great customer service one has encountered. Private praise is telling a friend about customer service experiences.
In conclusion of the research paper I found that the discoveries made by the authors were accurate based on knowledge of the characteristics communication and conflict handling. The authors effectively prove how successful relationship marketing strategy must require an understanding of social dynamics to achieve customer satisfaction.

REFRENCES
Malhotra, N. K., Agarwal, J., & Oly Ndubisi, N. (2010). What are your customers saying about you? MARKETING RESEARCH, 22(4), 20-25.

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