What Is the Role and Influence of Relationship Marketing in the Retention and Acquisition of Customers? – A Case Study of Tesco (2013)

The dissertation focuses primarily on measuring quality customer relationship and its overall impact on the customer retention and acquisition based on a case study of Tesco. The purpose of this thesis is to find the relation between quality customer relationship and customer retention and acquisition of customers. Marketing has moved from customer acquisition to customer retention to customer selection. The importance of relationship marketing in retention of few profitable customers has become even more important than ever.

Today selling has moved away from short term, quick scale scenario and selling today is more about “partnering” and relationship building, you don’t sell to people you partner with them. Transactional marketing is a business strategy that focuses on “single point of sale” transactions. The emphasis is on maximizing the efficiency and volume of individual sales rather than developing a relationship with buyer. On the other hand relationship marketing is a business strategy that seeks to establish long term relationship with its customers rather than focusing on single transaction, not only does it focus on individual customers but on all the stakeholders in order to manage a relationship that adds value to each person.

The main focus of this thesis is particularly at the critical evaluation of quality customer relationship and the factors that affect customer retention. The role of quality customer relationship is crucial for businesses as the customers are the integral part of the business. Without the customers the profits maximization is out of question. Thus, this thesis will concentrate on the case study of Tesco and survey their customers for determining these aspects of customers’ relationship management. The objectives of this research are;

  • To assess and critically evaluate the quality of relationship marketing deployed at Tesco
  • To critically analyze impact of relationship marketing on customer retention at Tesco
  • To critically analyze the role of customer relationship marketing in retention and acquisition of customers
  • To identify the factors of relationship marketing which affect the retention and acquisition of customers
  • 20,000 words – 84 pages in length
  • Excellent use of literature
  • Good analysis of subject area
  • Includes questionnaire
  • Well written throughout
  • Ideal for marketing students

1 – Introduction
Aims and Objectives
Research Questions
Background and rationale of the research
Expected Research Methodology
Scope and Importance of the Research

2 – Literature Review
History of Marketing
Marketing Philosophies
Prospect Theory
Relational Exchange Theory
Customer Orientation
Marketing Mix
Rationale Theories of Relationship
Communication Mix and Integrated Communication Mix
Quality Relationship Marketing
Significance of Relationship Marketing
Role of Relationship Marketing
Quality Customer Relationship – QCR
Role of Customer Service
Rules for Customers Services
Factors Affecting Customer Satisfaction
Customer Relationship and Customer Satisfaction
Customer Service Theory
Customer Service Characteristics
Service characteristics
Factors Affecting the Management of Service Quality
Customer Loyalty and Customer Satisfaction
Customer Acquisition
Customer Retention
Customer Retention Strategy
Firm’s Inevitability to Retain Customers
Retention Rate Relies on Management
Factors Affecting Customer Retention
Relation between Customer Satisfaction, Retention and Acquisition

3 – Research Methodology
Techniques used for Research
Research Philosophies
Research Approaches
Types of Research Methods
Primary Data
Secondary Data
Pros of Primary Data
Comparison of Primary and Secondary Data
Chosen Research Approach
Strategy for Research
Research Design
Data Collection Tools
Focus Groups
Direct Observation
Data Recording
Data Analysis
Techniques for Secondary data collection
Research Ethics
Research Validity
Research Limitations

4 – Data Analysis and Discussion
Secondary Data
Relationship Marketing at TESCO
Club Card Scheme and Its Working
Efficient Targeting of Consumer Sectors
Tesco Kids Club
Tesco Baby and Toddler Club
Tesco’s Club for Healthy Living
Tesco World of Wine Club
Tesco Air Miles Travel Company
Primary Data
Focus Groups

5 – Conclusion and Recommendations

6 – Personal Development


Appendix Section

Retention and Acquisition of Customers at Tesco Dissertation
Retention and Acquisition of Customers at Tesco Dissertation

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