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Relationship marketing: case studies of personal experiences of eating out
- Rashid, Tahir
- British food journal 2003 v.105 no.10-11 pp. 742-750
- case studies, consumers (people), eating out, marketing, restaurants
- This paper explains relationship marketing (RM) and discusses the benefits to customers and firms applying RM. Nine dimensions central to making RM successful are assessed. These are: trust, commitment, social bonding, empathy, experiences, fulfilment of promise, customer satisfaction, internal relationship marketing, and communication. The researcher then describes three personal experiences of eating out in three different restaurants and discusses good RM techniques applied deliberately or otherwise by these establishments.