Relationship Marketing Strategy Application to Destination Coventry

Relation Marketing Strategy
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Relationship Marketing Strategy
Relation marketing is a contemporary marketing theory that holds that the nature and strength of the relationship between a company and a customer will improve when it delivers quality and value to its customers. The relationship marketing approach focuses on customer retention, enhancing a long-term relationship with the buyer, and delivering value to the customer. Pricing of the product should not be dictated by competition but rather by negotiation and consensus and encourages marketing campaigns to focus on the target customer, tailoring their specific needs and wants. In addition, Relationship marketing emphasizes values such as trust, responsiveness to the customer, empathy, and commitment. The theory is applicable in a company that is customer-oriented such as destination Coventry as it creates a beneficial relationship between the buyer and the company. Thus, this paper seeks to analyze the effectiveness of the relationship marketing approach and its application to destination Coventry as a marketing strategy.
Coventry City is an award-winning tourist destination, being ranked the city of culture in 2021. Destination Coventry uses exhibitions and partnerships as a marketing mix. The proposed marketing mix of Destination Coventry includes product development, target market modification, place ( West Midlands), promotion ( social media strategy and presence), website, and environmentally conscience activities. Being a tourism industry, Destination Coventry depends on relationships and partnerships between the government, customers, suppliers, and marketing affiliates such as exhibitions, roadshows, and events to sell destination Coventry. Therefore, the Relationship Marketing theory will best fit Destination Coventry. Destination Coventry is a destination adorned with medieval history, art exhibitions, and monumental value features it receives approximately 8 million visitors annually. Thus, by providing personalized and meaningful experiences to visitors through partnerships ( Travel agents and tour operators), Destination Coventry will increase its brand visibility, and create a long-term relationship with its customers which will intern make profits.
Literature Review
Berry and Jackson proposed the theory and technique in 1983 and 1985, respectively (Yadav & Singh, 2014), in which the buyer and the seller has a more satisfying transaction. In today’s business world, companies are diverting from the commodity mentality as product quality is no longer a significant source of competitive advantage. Product quality is a common standard for many companies; thus, other approaches and interventions are best used by companies. To differentiate themselves, some companies use Relationship marketing as a means to set a competitive advantage, maintain their customers, and award loyalty. The change is fueled by organizational structures, culture shifts, and the availability of a robust database(Nwakanma et al., 2011). The shift is more rapid in some sectors and companies compared to others. Tourism is one of the sectors where the relationship marketing shift is happening rapidly. In addition,...