Relationship Marketing of Services perspectives from 1983-

2000 Leonard L. Berry

This article begins with focusing on retaining existing customers. “The New
Customer” approach can waste company resources rather than making profits
in many cases. Relationship marketing works amazingly for service-oriented
companies too because here customers can control the choice process and has
alternatives to choose from. According to the author relationship marketing
plan has five strategies, which are: a) Core service strategy, b) Relationship
customization, c) Service augmentation, d) Relationship pricing, e) internal
marketing.
Now these strategies work in different phases and in different stages in
relationship with the customers and the clients. I’m relating the strategies with
Resort businesses in Bangladesh. First, they show their main core value, which
is core service here, example can be comfortable rooms and locations etc. Then
in the next phase based on the profitability and loyalty they customize the
packages, after that service augmentation comes. For some customers they
surely can offer different services. Pricing can also be customized to retain the
customers for example special pricing, discounts, loyalty cards etc. But all these
will go in vein if the company do not maintain excellent communication and
marketing with the employees and here the internal marketing comes. Because
in the service profit chain, employees come first and they are the most
important. Hence relationship marketing is covering all the stakeholders’
interest.