Download RLS 183 Marketing Recreation Services

RPTA 183 Marketing Recreation Services
Relationship Marketing
Notes from “Marketing Services” (1991) Berry + Parasuraman
(same source as the Zone of Tolerance material)
Relationship Marketing
Three Levels & More…
Level 1
•Financial:
Essentially an exercise in encouraging frequency and customer retention through
pricing benefits and bonus programs
–Frequent fliers
–Market discount cards
Level 2
•Financial & Social:
Using knowledge about the customer’s individual needs and preferences based on
past experience; database marketing
–Personal trainer
–Nordstrom sales associate
Level 3
•Financial & Social & Structural:
Raising the cost of “switching” by implementing a heavy “buy-in” for equipment
or service compatibility
–Automatic detergent dispensers
–Airline computer systems
There’s an art to it!
•Entering into a relationship of any kind requires a certain level of commitment. The
customer or client will expect more than in a transaction, marketing’s “one night stand.”
3 Likely Expectations
•Fair Play
•One-on-One Marketing
•Augmentation