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Title: Examining the relationship marketing practices in a multichain fine dining restaurant : case study approach
Author: Arumugam, Muthukrishnaraja
ISNI:       0000 0004 9352 1760
Awarding Body: University of the West of Scotland
Current Institution: University of the West of Scotland
Date of Award: 2017
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Since the beginning of the 1990’s the term relationship marketing begin to get attention among the researchers. The pre industrial era and industrial had leaded the way to the emergence of relationship marketing (Sheth and Parvatiyar, 1995). Shani and Chalasani (1992) viewed that the higher expectation from customers regarding customised products and services also one of the main reasons for the relationship marketing. The relationship marketing is about building a profitable relationship with customer. The study addresses the relationship marketing practices in a multi chain fine dining restaurant. This theses also focuses on the following questions:  Does relationship marketing influence in the development of profitable customer relationships?  Does relationship marketing assist in creating a profitable relationship among customers?  Does the relationship marketing create and sustain the relationship?  Does relationship marketing assist in relationship to be maintained as a two way process? There are quite lots of research in relationship marketing practices about different industries. The striking point for the researcher is there is not much research about relationship marketing in the context of fine dining restaurant. This research focuses on relationship marketing practices in the context of fine dining restaurant. The conceptual framework that has been used in this research is quite useful in understanding the relationship marketing. Literature review has done in relationship marketing to answer the above questions and also various theories related to relationship marketing are discussed in this thesis. The theories discussed are, market segmentation theory, social exchange theory, relationship theory, networks theory, process theory and expectancy disconfirmation theory. The tentative propositions are developed based on theory, 23 in-depth interviews have been conducted in this case study and also more than 200 surveys has been done to gain the customer perspective as well. Then the data have been analysed and the results are presented. The in-depth interviews with the organisation employees and survey with customer reveals that the effort that has been taken by organisation has been very well perceived by the customers. The organisation is trying their best to keep up the good reputation, as it is very competitive market in these days. The findings also reveal that the efforts taken by organisation regarding to build trust and communication is really rewarding them. The customers have also accepted that the organisation is trust worthy and it is easy to communicate. Both the parties have agreed that they are really satisfied with the various modes of communication as well as it is easy to communicate. The finding also further indicates us that employees knowledge, training and commitment also one of the secret recipes for the success. It has been also identified from that how a little investment could generate a huge profit. It is clear that the organisation is using the social media platform to their maximum to reach out their customers and also to promote their business. It has been also identified that the customers are perceiving it in a positive and the organisation is still trying and improving to satisfy the needs of the customers as the findings have indicated that the sales and marketing systems are still achieving their objective. The researcher would recommend the organisation to have an exclusive system to identify the return of investment from social media.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available