The big theme revealed from the question three is ‘Enhancement of relationship’ . Some sub-themes also developed to support the big theme are discussed below:
5.3.1 Develop a Base of Regular Customers
Interviewees X8, X10 and X12 further commented that good relationship with customers provides momentum for the business. Furthermore, interviewee X12 added that it is important to realize the importance of increasing loyalty between the customer and the seller. Developing relationships with customers is important as this helps to build a base of customers (X9) on which the business can rely for a certain number of transactions. A regular customer group will develop when the company can increase the number of returning customers by satisfying them. However, it is difficult to satisfy all customers, because customers have different personal thought. X5 said that “There are some fussy customers whom you cannot satisfy at all.” There are some valuable customers as well. It is important to identify them and develop relationships with them. Interviewee X7 agreed on the importance of developing relationships with customers but pointed out that it is necessary to maintain relationships in the long-term. In support of developing relationships with customers interviewee X1 said that it is important to ensure long-term business. He stated that, ‘it is important to develop relationship with customers. Secret behind our customer relationship is to hold the existing customers for long period’ (X1).
It is also important to build and continue relationships with customers and develop a strong base of customers in order to ensure the business maintain safe gains in revenue. Interviewee X20 also realized that the relationship could turn to friendship in the long run which is safer for the business.
5.3.2 Increased Awareness of Customer Satisfaction
Experience in customer relationships helps the marketer to be more aware of and to influence customer care and satisfaction (X14, X17, X19). An interest in developing relationships with customers encourages the marketer to improve product and service quality, as agreed by all of the interviewees. Giving preference to the needs and demands of the majority of customers is valuable in ensuring good quality products and services. Again, an interest in developing relationships with customers is the basis of improving business, according to interviewees X5 and X2. Interviewee X16 asked the seller to keep the products available for the regular customers, as they know what their customer expects. Another important factor is to anticipate customer choice and get the product ready before they ask. Relationship marketing also broadens the business scope as sellers are better able to know the products that their customers want and therefore add to their existing product line. Doing so would likely ensure that the customer does need not to go another shop for one or more products.
Interviewee X16 urges sellers to introduce a hospitality culture. Since good relationships with existing customers are helpful for the business and poor relationships with customers may cause loss for business, as interviewee X1 observed, “Losing existing customers means your market is not growing”.
5.3.3 Marketing advantage
Relationship marketing does advertising for the seller (X11, X15, X18). It is a sort of direct marketing where the seller gets opportunity to meet with the buyer. X8 confesses that his business is still surviving because of its relationship with customers, which was developed through direct marketing. Relationship marketing also helps the firm to think differently in order to attract customers. In relational marketing as there have some loyal customers; the seller could introduce their new product to them, which in turn could make the product popular in the market.
Organizations that are wealthy in terms of having good relationships with their existing customers would not necessarily have to carry out large advertising campaigns in order to attract new customers (X1), since existing customers could be a valuable means of advertising goods and services. Interviewee X3 commented that, ‘though we do some advert for hunting new customers but our strategy is to build relationship with the existing customers through satisfactory service’ (X3).
Existing customers will recommend the service and expertise of the company to others if they are satisfied (X3). Therefore, existing customers are working just as the tools of advertising. Interviewee X7 supports this perspective:
I basically don’t do the marketing for myself. My customers do marketing for me. This is like voice of mouth communication marketing. When you get satisfied customers, they will maintain good relationship with you and they will tell about you to the others. (X7).
5.3.4 Business Expansion
Although all interviewees had an interest in maintaining and developing good relationships with existing customers by providing quality goods and excellent service, all talked about acquiring new customers through old customers. This was clearly articulated by interviewee (X2), ‘existing customers will bring new customers for us. And our business will definitely increase. So, it is quite positive for business’ (X2).
This indicates that old customers are a viable source for attracting new business. This does not only help to expand the business but also helps to establish a strong brand name (X25). Furthermore, these customers are considered as revenue-generators for the business by interviewees X2 and X5. X2 suggests that businesses should “take extra care of their new customers so that a relationship could be built so that the business starts to generate new customers”. A good relationship with customers helps the business, helps the seller to be motivated in order to attract customers; helps to get fit for the competition and get an advantage over rivals. In addition, this is one of the
easiest and less expensive ways of increasing business, because existing customers are advertising on behalf of their suppliers without payment. They are also to be more likely trusted by potential customers relative to the firm. None of the interviewees mentioned the cost or human resource requirements of this procedure apart from providing a good service and product. Finally, this finding may help entrepreneurs to reduce business owner’s workload as existing customers bring in new business, as illustrated by interviewee X6, ‘Previously I used to work alone and I had only one van. Now I only receive the phone call, people [existing customers] work for me and I have three vans’ (X6).