Concept of Relationship Marketing Practising in Fashion Industry

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TABLE OF CONTENT                                                                                        PAGES

1. INTRODUCTION

1. COMPANY BACKGROUND
2. COMPANY HISTORY
3. CHARACTERISTIC OF RM IN THIS COMPANY

1. COMMITMENT & FULFILMENT OF PROMISES
2. CUSTOMER LIFETIME VALUE
3. TWO-DIALOGUE
4. CUSTOMISATION SERVICES
5. SATISFACTION & QUALITY

1. LITERATURE REVIEW

1. CONCEPT OF RM PRACTICING IN FASHION INDSUTRY
2. CRM – FINDING BALANCE BETWEEN TRUST, COMMITMENT & LOYALTY
3. MEASURING CRM EFFECTIVENESS IN FASHION INDUSTRY

1. HOW COMPANY USE MODEL OF TRUST & COMMITMENT TO ASSIST ON SUCCESFUL FACTOR IN ISLAMIC FASHION INDUSTRY IN MALAYSIA?

1. KEEPING OF PROMISSES FACTOR
2. SHARED POWER FACTOR
3. CUSTOMER ORIENTATION FACTOR
4. AVOIDANCE OF OPPORTUNISTIC BEHAVIOUR FACTOR
5. BRAND & CORPORATE IMAGE REPUTATION FACTOR
6. INFORMATION SHARING & CONFIDENTIALLY FACTOR
7. VALUED RELATIONSHIP FACTOR
8. CUSTOMER CARE & RECOVERY FACTOR

1. COMPANY EFFORT & ACTIVITIES PROGRAM THAT PRACTICING RM:-

1. STRATEGY

1. TARGET MARKETING TECHNIQUES
2. ENCOURAGING TRIAL
3. SIMPLIFYING THE SERVICE OFFER

1. STRUCTURE – THE WAY RESOURCES & RESPONSIBILITY ALLOCATED
2. SYSTEMS – MECHANISM / PROCEDURE IN BUSINESS PROCESS
3. STYLE – PERSONALITY OF ORGANISATION
4. SKILLS – CORPORATE STRENGTHS / CORE COMPETENCIES
5. STAFF

1. EMPOWERMENT
2. POLICY OF MANAGEMENT

1. SHARED VALUES – CORPORATE VALUES

1. ANALYSIS FROM CUSTOMER PERSPECTIVE VIEW

1. HOW APPROACH CRM / RM IN THIS COMPANY
2. CUSTOMER INTELLIGENCE
3. HOW THE PRODUCT/BRAND INFLUENCE CUSTOMER
4. HOW FAR CUSTOMER RECEIVED FEEDBACK FROM COMPANY
5. WHAT THE REWARD CUSTOMER RECEIVED FROM COMPANY IN ORDER TO

RETAIN THEM AS LOYALTY CUSTOMER

1. WHAT THE MECHANISM COMPANY DO TO REACH THE CURRENT UPDATES/INFO

1. RECOMMENDATION & CONCLUSION

Appendixes

1. INTRODUCTION

1. COMPANY BACKGROUND

1. COMPANY HISTORY

1. CHARACTERISTIC OF RM IN THIS COMPANY

1. COMMITMENT & FULFILMENT OF PROMISES
2. CUSTOMER LIFETIME VALUE
3. TWO-DIALOGUE
4. CUSTOMISATION SERVICES
5. SATISFACTION & QUALITY

1. LITERATURE REVIEW

1. CONCEPT OF RELATIONSHIP MARKETING (RM) PRACTISING IN FASHION INDUSTRY

                                2.1.1        THE EXISTING OF RELATIONSHIP MARKETING

                Relationship Marketing exist because of the limitation of the traditional marketing that had been identify as one way orientation which of the character of 4 Ps, no interactivity and personalised communication is supported. (Gummesson, 1994; Gronroos, 1994; Goldsmith, 1999).  Traditional marketing also concern more on the product orientation rather than customer orientation and focus. The focus of the mix on internal processes undermines the elements of customer         feedback and interaction as a basis for building up relationships and retention. For example in the context of relationship building the 4Ps model fails to address the needs of the individual.

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