Marketing 1 Relationship marketing involves enhancing long term connectedness between a service provider and the customer of the

service. Internet is a suitable medium to enhance this relationship. Internet can differentiate customers by value. This is possible by noting through the system the value of the service bought by customers who visit the website to shop. For instance, having a Customer Relationship Management System (CRMS) that analyses the customer shopping and product bought by value. (Chaffey et al., pg. 335-336). Personalization and mass customization of product is easy through internet. For instance, the particular needs and specifications of a particular customer or a group of customers can be identified and provided for through contact online strategies. (Chaffey et al., pg. 347-349) Measurement and reward of customer loyalty is enhanced when internet is the medium used. This is so when the system used takes the details of customers as they buy. For customers to return to a website, it should be useful, accessible, unique and localized. The site is said to be useful if it gives the customer the specific information relevant to his information requirements. (Chaffey et al., pg. 400). The website should be easy to access. Its html should be accessible from the major search engines. Furthermore, appearance of the same in the other major visited site ads would serve to enhance its accessibility. (Chaffey et al., pg. 401). The content should not only give the information found in the competitor websites, but should also have unique content that give it a competitive advantage over the competitors. This therefore, calls for constant review of both the website and those of competitors. (Chaffey et al., pg. 405). Information content should be localized to suit the customers of given locations. This can be through localized language, color or graphics. For example use of Kiswahili language in Eastern African countries. (Chaffey et al., pg. 404).

Reference Chaffey, D, Ellis-Chadwick, F, Mayer R. & johnston, K 2009, Internet marketing:Strategy,implementation and practice. 4th edition. Financial Times Prentice Hall, England.

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