CUSTOMER RELATIONSHIP MANAGEMENT

Transcription

1 CUSTOMER RELATIONSHIP MANAGEMENT Dr. G. Chandra Sekhar 1, Mrs.Y. Jyotshna 2, Dr. Keshamoni Srinivas 3 1 Professor & Director, 2 Assistant Professor School of Management Studies, Joinpally B. R. Engineering College, Hyderabad, Telangana, (India) 3 Director, Andhra Yuvathi Mandali Sechool of Business, Barkathpura, Hyderabad, Telangana,(India) ABSTRACT In today s fast-paced competitive business environment it s more important than ever to create and maintain long-lasting business relationships. Today, Customer Relationship Management (CRM) manages business process spanning sales, support, and marketing creating effective customer interactions. Given the purpose of CRM, the functionality is straightforward, and the benefits of successful deployments clearly generate value and profitability for any company. Grate CRM solutions need to encourage users to interact with the application as well as be in-tune with the business and IT cost-saving needs. This paper is made an attempt to Study the CRM and observe sales and service promotion methods. Further, this paper is also study perception of customers towards CRM process and customer satisfaction with respect to Creamline Dairy Product Limited. Keywords: CRM,Customer Relationship Management, CRM in Dairy Companies, Relationship Management I. INTRODUCTION Customer Relationship Management entails all aspects of interaction a company has with its customer, whether it is sales or service related; it starts with the foundation of relationship marketing. CRM is a systematic approach towards using information and ongoing dialogue to built long losing mutually beneficial customer relationship. The use of CRM technology forms the crucial front-end of any e-business strategy, essentially CRM has emerged as convivial weapon in the hands of the industry laggards as well as leaders to cascade the business suites; the only touch point which is formulating this base is the awareness amongst the corporatists to suffice the customers already available to the companies to large extent. For the modern-day CRM to be world class it needs to be revolutionary in market incursion and evolutionary in technological up gradation. Today the major business focus is towards endowing value addition to the sales cycle, and customer retention rather than constructing a new customer base which is costlier and also an uncertain chase from business perspective. The basic philosophy behind CRM is that a company s relationship with the customer would be the biggest asset in the long-run. II. NEED FOR THE STUDY Organizations having be competitive environment with relationship management of customer and they are attracting the customer with some effective sale promotions. But some organizations need to evaluate the 332 P a g e

2 purpose, utility, effectiveness of customer satisfaction. They are fails to evaluate this customer relationship management. So these studies have been undertaken to ` the customer relationship management in the organization. III. OBJECTIVES OF THE STUD The broad objective is to study the perception of CUSTOMER RELATIONSHIP MANAGEMENT WITH REFERENCE TO JERSEY. 1. To study about the CRM process in JERSEY S. 2. To know about the sales and service promotion methods used. 3. To identify the perception of customers towards CRM process at Creamline Dairy Products Limited. 4. To know the level of customer satisfaction at the Creamline Dairy Product Limited. IV. RESEARCH METHODOLOGY Research design is the plan, structure. And strategy of investigation conceived so as to obtain answers to research questions and to control variance. The research designs are both descriptive and exploratory in nature. The objectives of this study is to answer the who, what, when, where and How of the subject under investigation. Sampling plays a vital role in deciding the quality of any project while doing this survey it is felt to conduct the survey for consumers under convenient sampling method. Convenience sampling was adopted both for consumers where the sample unites are chosen primarily on the basis of the convenience of the investigators. The sample size was determined as 100. Data, which is to be used for the project, has come both from primary sources as well as secondary sources. The root of the report is based on the information collected from the respondents with the help of questionnaires. The primary sources of information have been consumers who have filled up the questionnaire. Information has also been borrow from both internal sources such as company records and external sources like journal, magazines, internet and book of marketing research V. REVIEW OF LITERATURE Kalakota and Robinson considered that the appropriate CRM structure could be realized through three aspects: taking customers from other firms, enhancing customer from other firms, and maintaining the current customer base. Different management functions are needed to achieve the integrated CRM structure. By developing relationships between the business and customers, CRM could be separated into taking customers, serving customers, and customer analysis. Business could use customer profiles effectively to provide real-time, excellent customer service. This is a beginning in developing the next customer through analyzing the customer s needs. To realize the four core relations at the centre, CRM makes cycling the customer relation process through customer development and data feedback. It is the final target to make customer satisfied and creating profits in different functional collocation of customer relation. However, we can establish an integrated CRM structure involving three topics: Core Relations, Customer Relations, and Information Technology, by centralizing customer analysis. In the last two decades, Practitioners and Academics have focused ever more on how firms relate to their markets. This has resulted in the emergence of a sub discipline of marketing referred to 333 P a g e

3 as Relationship Marketing. Morgan and Hunt (1994) defined Relationship marketing as the marketing activities directed toward establishing, developing, and maintaining successful relational exchanges. The separation of the producers from the users was a natural outcome of the industrial era. On the one hand, mass production enforced producers to sell their product & services through middlemen, and on the other, industrial organizations, due to specialization of corporate functions, created specialist purchasing departments and buyer professionals, thus separating the users from the producers. However, today's technological advancements that allow producers to interact directly with large numbers of buyers, and because of a variety of organizational development processes, such as empowerment and total quality management programs, direct interface between producers and customers is possible in both consumer and industrial markets. Relationship marketing attempts to involve and integrate customers, suppliers and other infrastructural partners into a firm's developmental and marketing activities (McKenna 1991; Shani and Chalasani 1991). Wilson (1995) summarized different relationship variables that affects the relationship of firm with different stakeholders, those variables are Commitment, Trust, Cooperation, Mutual Goals, Interdependence and Power, Performance Satisfaction, Structural Bonds, Comparison Level of Alternatives, Adaptation, Non-retrievable Investments, Shared Technology, and Social Bonds. Morgan and Hunt (1994), while discussing relationship variables focused more on commitment and trust as a major variable affecting relationship between different parties involved in marketing transaction & exchange. The Nordic School emphasized on marketing as a cross functional process. For maintaining relationships marketing function should be carried out by all employees and departments, it is no more concentrated in marketing department as a specialist function (Gronroos, 1989). International Marketing & Purchasing (IMP) group looks at B2B markets. In industrial marketing, relationships are built over time with increasing experience, reduction of uncertainty, greater commitment in each other s (Ford, 1980). Anglo Australian school of thought believes in quality and service of marketing with focus on delivering customer value. Customer judges the value of the product or service from benefits perceived from it compared with its cost of ownership. The better value delivered by the firm, better is the customer relationship (Christopher, 1996). Whatever school you follow it is the customer retention which is the base of relationship marketing (Rosenberg & Cazepiel, 1984). CRM is the new-fangled sprouting issue in relationship marketing with focus on cooperative and collaborative relationship between a company and its customers. "Customer Relationship Management is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer. It involves integration of marketing, sales, customer service and supply chain functions of the organization to achieve greater efficiencies and effectiveness in delivering customer value" (Sheth & Parvatiyar, 2001). CRM represents the marriage between the customer orientation and the emerging information technology to produce a memorable relationship experience to the marketers as well as to the customers (Agrawal, 2003). A recent (2001) survey of more than 1,600 business and IT professionals, conducted by The Data Warehousing Institute found that close to 50% had CRM project budgets of less than $500,000. That would appear to indicate that CRM doesn't have to be a budget-buster. However, the same survey showed a handful of respondents with CRM project budgets of over $10 million. Some examples of the types of data CRM projects should be collecting include: 1. Responses to campaigns 334 P a g e

4 2. Shipping and fulfillment dates 3. Sales and purchase data 4. Account information 5. Web registration data 6. Service and support records 7. Demographic data 8. Web sales data 5.1 Successful CRM Implantation 1. Break your CRM project down into manageable pieces by setting up pilot programs and short-term milestones. 2. Starting with a pilot project that incorporates all the necessary departments and groups that gets projects rolling quickly but is small enough and flexible enough to allow tinkering along the way. 3. Make sure your CRM plans include a scalable architecture framework. 4. Don't underestimate how much data you might collect (there will be LOTS) and make sure that if you need to expand systems you'll be able to. 5. Be thoughtful about what data is collected and stored. The impulse will be to grab and then store EVERY piece of data you can, but there is often no reason to store data. Storing useless data wastes time and money. 6. Recognize the individuality of customers and respond appropriately. A CRM system should, for example, have built-in pricing flexibility. 5.2 CRM Project to Run The biggest returns come from aligning business, CRM and IT strategies across all departments and not just leaving it for one group to run. 5.3 CRM Projects to Fail Many things from the beginning, lack of a communication between everyone in the customer relationship chain can lead to an incomplete picture of the customer. Poor communication can lead to technology being implemented without proper support or buy-in from users. For example, if the sales force isn't completely sold on the system's benefits, they may not input the kind of demographic data that is essential to the program's success. 5.4 Pre-Implementation Classify customers based on diversity of value and needs Determine who the customers are Business categories Consumer categories Identification Identification Customer Rating Customer Rating Background Presale Communication Background Presale Communication 335 P a g e

5 Decision makers Decision making Influences Post purchase behavior Channels Purchase behavior Post purchase behavior Predicted behavior Creditworthiness Attitudes and perceptions Pricing Predicted Behavior Creditworthiness Relevant information 1) Don t ask a customer the same thing more than once 2) Interact in the medium of the customer s choice 3) When engaging in an interaction, start with the customer, not the product 4) Make the interactions personal and personalized 5) Ensure that your interactions with customers are always welcomed 6) Ensure that they are immediately identified and treated appropriately 7) Protect the customer s privacy VI. INDUSTRY OUTLOOK Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas operations to India many profitable options await him. He may transfer technology, sign joint ventures or use India as a sourcing centre for regional exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43, 500 crore by year The Indian Dairy Industry holds an inimitable space in the country for its high employment potential and for ensuring the availability of nutritious, yet affordable, food for India's ever-increasing population. Getting the tag of largest milk producer was made possible by Operation Flood and the historic dairy cooperative movement; and as production increased, the dairy industry started showing promising growth potential. Rising disposable incomes and growing demand for dairy products are likely to fuel the Indian dairy industry's growth over the next few years. According to our latest research report Indian Dairy Industry Outlook 2022, with an annual output of 138 million tonnes, India is the largest producer of milk in the world. It is also one of the largest producers and consumers of dairy products. The Indian dairy industry also offers good opportunities to both domestic and foreign investors for entry and expansion. Due to their rich nutritional qualities, dairy products' consumption has been growing exponentially in the country; and considering various facts and figures, the study anticipates that milk production in India will further grow at a CAGR of around 14% between and P a g e

6 6.1 Market Size and Growth Market size for milk (sold in loose/ packaged form) is estimated to be 36mn MT valued at Rs470bn. The market is currently growing at round 4% pa in volume terms. The milk surplus states in India are Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhra Pradesh, Karnataka and Tamil Nadu. The manufacturing of milk products is concentrated in these milk surplus States. The top 6 states viz. Uttar Pradesh, Punjab, Madhya Pradesh, Rajasthan, Tamil Nadu and Gujarat together account for 58% of national production. Milk production grew by a mere 1% pa between 1947 and Since the early 70's, under Operation Flood, production growth increased significantly averaging over 5% pa.about 75% of milk is consumed at the household level which is not a part of commercial dairy industry. Loose milk has a larger market in India as it is perceived to be fresh by most consumers. In reality however, it poses a higher risk of adulteration and contamination. The production of milk products, i.e. milk products including infant milk food, malted food, condensed milk & cheese stood at 3.07 lakh MT in Production of milk powder including infant milk-food has risen to 2.25 lakh MT in 1999, whereas that of malted food is at MT. Cheese and condensed milk production stands at 5000 and MT respectively in the same year. 6.2 Major Players The packaged milk segment is dominated by the dairy cooperatives. Gujarat Co-operative Milk Marketing Federation (GCMMF) is the largest player. All other local dairy cooperatives have their local brands (For e.g. Gokul, Warana in Maharashtra, Saras in Rajasthan, Verka in Punjab, Vijaya in Andhra Pradesh, Aavin in Tamil Nadu, etc). Other private players include J K Dairy, Heritage Foods, Indiana Dairy, Dairy Specialties, etc. Amrut Industries, once a leading player in the sector has turned bankrupt and is facing liquidation. The Indian Dairy Industry holds an inimitable space in the country for its high employment potential and for ensuring the availability of nutritious yet affordable food for India s ever increasing population. Getting the tag of largest milk producer was made possible by Operation Flood and the historic dairy cooperative movement; and as production increased, dairy industry started showing promising growth potential. Rising disposable incomes and growing demand for dairy products are likely to fuel the Indian dairy industry s growth over the next few years. According to our latest research report, Indian Dairy Industry Outlook 2022, with an annual output of 138 Million Tonnes, India is the largest producer of milk in the world. It is also one of the largest producers and consumers of dairy products. Indian dairy industry also offers good opportunities to both domestic and foreign investors for entry and expansion. Due to their rich nutritional qualities, dairy products consumption has been growing exponentially in the country; and considering various facts and figures, the study anticipates that milk production in India will further grow at a CAGR of around 14% between and Government is progressively taking initiatives to promote the dairy industry in India, in which inclination towards cattle breeding, clean milk production, dairy development, and feed fodder management are included. The Department of Animal Husbandry, NDDB, and other government affiliated institutions manage these initiatives in a constructive way. Utilizing the available resources for dairy industry to their full extent is the main objective behind these initiatives. The manner in which Dairy industry would enhance milk production and upgrade milk processing technologies, is also supervised by these departments. 337 P a g e

7 VII. COMPANY PROFILE Incorporated in the year 1986, the company started operations in 1990 with a small milk processing plant at Jeedipally in Medak district of Andhra Pradesh. CDPL has now grown into a conglomerate of 7 modern milk processing plants in prime milk shed areas in Andhra Pradesh, Tamil Nadu, Karnataka and Maharashtra, with a combined handling capacity of 6.85 lakh litres per day. CDPL is a premier dairy in private sector in South India and is marketing complete range of milk and dairy products under the brand name JERSEY. Cream Line Dairy Products Limited (CDPL) cream line, an ISO accredited dairy, is a leading manufacturer and supplier of milk and milk products in Southern India spanning across Andhra Pradesh, Tamil Nadu, Karnataka and with a foothold at Nagpur in Central India. It operates its milk procurement, milk and milk products processing and distribution through Strategic Business Units (SBUs). Its milk and dairy products are sold under the popular brand name JERSEY. Since inception, the company has been growing consistently under the visionary leadership of promoter directors, business acumen of operational heads and unrelenting efforts of committed workforce. The company has achieved a turnover of 4450 million for the financial year and is set to achieve an ambitious target of Rs million by end The Company entered into strategic partnership with M/s. Godrej Agrovet Limited, the largest animal feed manufacturing company in the country, in the Year 2005 by offering equity stake of to strengthen its backward integration with farmers, the primary producers of milk, for compound feed supply. The Company is open to strategic business tie-ups at national and international level and is looking at export opportunities to its products. The workforce of the company is composed of a balanced mixture of technocrats, dairy engineers, and production and quality specialists besides the dedicated top-notch management team overseeing the entire corporate functioning. The Company has excellent infrastructure with 30 own and 9 associate milk chilling centres, 40 BMCUs, 7 packing stations, 6 sales offices and 1 state of the art powder plant/sbu at Ongole. It has a combined milk processing capacity of 6.85 lakh litters per day. The company markets its products through a well laid distribution network comprising of company owned parlours, exclusive franchise outlets, product push carts. Besides, the company also sells its products through 5000 agents panning across Southern India and Maharashtra. The company has entered the market of cultured products like Yoghurt, Curd, Lassi and Buttermilk in 2005 and within a short span made its mark in the dairy market. Since its incorporation in the year 1986, the company has successfully applied many innovative practices like 24 hour parlours with unemployed youth in 1993, mobile milk testing labs in 1998 etc. The company is now planning to expand its operations to Central India by setting up new Processing & Packaging Units. Jersey has become a household name for dairy products and continues to create consumers delight to perfection. Continued support and encouragement of customers. 7.1 Customer Value and Satisfaction Consumers usually face a broad array of products and services that might satisfy a given need. How do they choose among these many marketing offers? Customers form expectations about the value and satisfaction that various marketing offers will deliver and buy accordingly. Satisfied customers buy again and tell others about their good experiences. Dissatisfied customers often switch to competitors and disparage the product to others. 338 P a g e

8 Marketers must be careful to set the right level of expectation. If they set expectations too low, they may satisfy those who buy but fail to attract enough buyers. If they raise expectations too high, buyers will be disappointed. Customers value and customers satisfaction are key building blocks for developing and managing customer relationships. Satisfaction is defined as. A persons feelings of pleasure or disappointment resulting from comparing a product s perceived performance (or outcome) in relation to his or her expectations VIII. DATA ANALYSIS Awareness about the Jersey Milk Table-1 S.No ATTRIBUTES RESPONDENTS PERCENTAGE 1 YES 70 70% 2 NO 30 30% From the above data it is observed that 70% of respondents aware Jersey milk, other company milk. Usage of Jersey milk Table-2 30% of respondents aware S.No ATTRIBUTES RESPONDENTS PERCENTAGE 1 One year Two years Three years More than three years From the above table it is noticed that about 40% of people have been using jersey milk since one year and 48% of people are using from two years and only 12% of people are using since three years Place of Purchase Jersey MilkTable-3 S.NO ATTRIBUTES RESPONDENTS PERCENTAGE 1 General stores 70 70% 2 Door delivery 25 25% 3 Retail outlets 5 5% 4 Dairy parlours 0 0% 339 P a g e

9 From the above data it is observed that 70% of respondents prefer the general stores purchasing of jersey milk,5% of respondents prefer retail out lets, 25% of respondents prefer door delivery, 0% of respondents preferring the dairy parlours. Information About Jersey milk Table-4 S.No Attributes Respondents percentage 1 Dealer or Agent 45 45% 2 Word of mouth 38 38% 3 Flexi Banner 13 13% 4 Wall painting 4 4% From the above table it is understood that the consumers came to know about the product through agents 45% and 38% came to know through word of mouth and others 17% came to know through print media. Selection of a Brand Table-5 S.No ATTRIBUTES RESPONDENTS PERCENTAGE 1 Quality 42 42% 2 Price 31 31% 3 Other Brand 16 16% 4 Availability 11 11% From the above table it is clear that 42% of respondents prefer quality, 11% of respondents prefer availability, 31% of respondents prefer price, 16% of respondents prefer brand name, 0% of respondents prefer if any. Quality of Jersey Milk Table-6 S.NO ATTRIBUTES RESPONDENTS PERCENTAGE 1 Good 62 62% 2 Excellent 19 19% 3 Average 14 14% 4 Poor 5 5% From the above data it is observed that 19% of respondents rated jersey milk is excellent, 62% of respondents of rated as good, 14% of respondents rated as average, and 5% of respondents rated as poor. 340 P a g e

10 Perceptions on Price of Jersey Milk Table-7 S.NO ATTRIBUTES RESPONDENTS PERCENTAGE 1 Satisfied 74 74% 2 Highly satisfied 26 26% 3 Dissatisfied 0 0% 4 Highly Dissatisfied 0 0% ` From the above data it is observed that 26%of respondents are highly satisfied with the price of jersey milk, 74% of respondents are satisfied Personal Opinion on Jersey Milk Table-8 S.NO ATTRIBUTES RESPONDENTS PERCENTAG E 1 Good 62 62% 2 Excellent 19 19% 3 Average 14 14% 4 Poor 5 5% From the above data it is observed that 19% of respondents rated jersey milk is excellent, 62% of respondents of rated as good, 14% of respondents rated as average, and 5% of respondents rated as poor. Preferences on Milk Types Table-9 S.NO ATTRIBUTES RESPONDENTS PERCENTAGE 1 Standard milk 65 65% 2 Toned milk 20 20% 3 Doubled toned milk 10 10% 4 Full cream milk 05 05% From the above data it is observed that 20% of respondents prefer the toned milk, 10% of respondents prefer the double toned milk,65% of respondents prefer the standard milk, 05% of respondents prefer the full cream milk. Satisfaction on Availability of Jersey Milk Table-10 S.NO ATTRIBUTES RESPONDENTS PERCENTAGE 1 Satisfied 54 54% 2 Highly satisfied 35 35% 3 Dissatisfied 8 8% 4 Highly Dissatisfied 3 3% 341 P a g e

11 From the above table we came to know that 35% of customers feel highly satisfied about the quality jersey milk, 54% of customers feel Satisfied about the quality of jersey milk, 8% of customers feel dissatisfied about the quality of jersey milk, 3% of customers feel highly dissatisfied about the quality of jersey milk. IX. FINDINGS According to study, three fourth of the respondents were aware about Jersey Company and its products. One can observe that three fifth of the respondents have been using Jersey milk more than two years where as two fifth of respondents were around one year. Sticking to the company product for more than two years is a good sign for the company. Company sales might be less volatile in case of turbulence time because more number of respondents was loyal to the company. It also advantage for the company to introduce more value added products on the existing customers. During the period of the study, one can found that four out of five respondents came to know about the product by dealers and word-of-mouth. This is the easiest and least cost and most effective to improve market share and revenue. Key attributes to retain customers and make them satisfied was quality followed by price from the study. From the study, one can interpret that General stores was most preferred destination to pick up milk with 70% followed by Door delivery with one fourth of respondents at distend second. X. SUGGESTIONS In the outset, only three fourth of the respondents aware about Jersey milk. Company must look into its advertisement, promotion and brand awareness programme so that all potential customers aware amount the product at least irrespective of the buying process. The above drawback also felt here that four out of five respondents came to knew about company products by either agents or word-of-mouth. Though it is effective and cheap but it takes long duration to reach all potential customers. Hence, it will up the advertisement budget, increase promotional activities and concentrate on brand building. Customers usually prefer for service at their door steps. Though one fourth of the respondents preferring for door delivery, company can look into enhancing the door delivery policy. It makes customers more satisfied and loyal to the company. Most of the respondents preferring Standard milk to others. So, company can increase its ad spending and maintain suitable distribution network. Serious backdrop of the company was that only one fourth of the respondents knew about all other company products. Company might be losing significant revenue due to unawareness on all other products. So, company must review its awareness campaign so that all potential customers know like entering into new segments, new areas, increasing promotion, road shows etc. XI. CONCLUSION In CRM, we have focused on the customer s satisfaction on Jersey milk products in Hyderabad city. Most of the customers are very loyal to the Jersey milk products, especially to the product Milk. And also they are not giving much advertisement as compare to the other brands. Jersey milk is doing well because of their brand name. Dealers have taken part to sell the product not to promote the products. According to the survey conducted in the cities i.e. in Hyderabad, because the good quality of the products, hygiene they are maintaining 342 P a g e

12 and they are sourcing the raw milk from the surrounding villages so it will be fresh. Housewives prefer Jersey milk milk products mainly like Milk, curds, ice creams, paneers, and ghee. Jersey milk is concentrating more on women and children s. Jersey milk has to give more advertisement in order to maintain the market in the city, because there is tough competition with the local dairies like Masquati, Tirumala, Vijaya and also other brands like bilal, heritage etc. Even though in that tough competition jersey milk is doing well in the city, with the help of its variety products, good quality, hygiene, and also less price compare to the other brands. Totally according to the survey we can come to the conclusion that in Hyderabad city average of the customers will prefer Jersey milk products. These products have got Good market in the city with the help of its affordable price, good quality, low fat, taste and hygiene they maintain. REFERENCES [1] Agrawal, 2003Customer Relationship Management & Corporate Renaissance, Journal of Services Research, Vol. 3, No. 2 [2] Christopher, M., Payne, A. and Ballantyne, D. (1991) Relationship Marketing. ButterworthHeinemann Ltd., Oxford, UK. [3] Grrnroos, C. (1994) European Perspectives On Relationship Marketing, Paper presented at the American Marketing Association Fourteenth Faculty Consortium on Relationship Marketing, Atlanta, Georgia, June. [4] Kotler, P. (1994) Marketing Management: Analysis, Planning, Implementation, and Control. Prentice-Hall, Inc., Englewood Cliffs, New Jersey. [5] McKenna, R. (1991) Relationship Marketing: Successful Strategies for the Age of the Customer. Addison-Wesley Publishing Co., Reading, MA [6] Morgan, R. M. and Hunt, S. D. (1994) The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, Vol. 58, July, pp [7] Rosenberg, L. J. and Cziepiel, J. A. (1984) A Marketing Approach to Customer Retention, Journal of Consumer Marketing, Vol. 1, Spring, pp [8] Shani, D. and Chalasani, S. (1991) Exploiting Niches Using Relationship Marketing. The Journal of Consumer Marketing, pp [9] Sheth, J. and Parvatiyar, A. (1994) Relationship Marketing: Theory, Methods and Applications. Center for Relationship Marketing, Emory University, Atlanta. [10] Wilson, D., & D. Sperber Linguistic form and relevance. Lingua, 90-(1) P a g e