Relationship Marketing in the Car Industry Essay

Relationship Marketing in the Car Industry - analyse ExampleThis construe is worth doing because of a series of reasons. First of all, the automobile conjunction is one of the most(prenominal) important sectors of the UKs economy. Consequently, there is a need to look for ways in which this industry can be improved in order to boost the economy. Additionally, by examining the component that trust plays in race marketing, thusly car companies can understand the underlying factors required to make alliance marketing work for them. This project leave alone also be significant in providing information about various tools and approaches in relationship marketing from automobile companies. (Jackson, 1985)Previous work in relationship marketing has focused on its mettle functions. Levitt (1983) explains that relationship marketing is a form of marketing that centres on consumer satisfaction and retention. This is a shift from conventional approaches that mostly emphasised on tran sactions made at the point of sale. Some authors have looked at application of relationships to the automotive industry. Nilsson (2004) examined a case study of an automobile company in the US and looked at how this companys success had been enhanced though relationship marketing. Other authors such as Kotler (2005)- DeYoung and Boldt (1988) & Berry (1983)Examined ways in which relationship marketing can be integrated with other m... (DeYoung, 1987) search QUESTIONS AND OBJECTIVES The major objective that the query bequeath be trying to achieve is to determine what the link between company image and relationship marketing is in the automobile industry. This pull up stakes be determined through four specific objectives1) What role does trust play in boosting relationship marketing in the automobile industry2) What role does truth play in enhancing relationship marketing3) How can automobile companies apply relationship marketing in their marketing mix4) What is the value that rel ationship marketing brings to automobile companiesThrough these research objectives, it will be possible to understand what makes automobile companies successful in terms of relationship marketing and that can so be linked to company image. When companies are regarded as successful by their current or coming(prenominal) clientele, then it is likely that they have a good image or vice versa. (Jackson, 1985)METHOD RESEARCH DESIGN The research will dwell on the automobile industry in the United Kingdom. This will be done through a combination of approaches. Some leading automobile manufacturers like world(a) Motors will be identified and asked about their implementation of relationship marketing. This will be analysed through person-to-person interviews with their sales members. Additionally, the customer lifetime value added to a company through relationship marketing will be calculated for those chosen organisations. Customers will also be included in the research because they wi ll be instrumental in assessment of how successful they perceive certain companies hence reflecting on the company image. (Envision software, 2007)Personal interviews will be utilised when dealing with company representatives owing to the