International Indexed & Refferred Research Journal, October 2012, ISSN 0975-3486, RNI- RAJBAL 2009/30097: VoL IV *ISSUE- 37

Research PaperBusiness Administration

Dimensional Procedural Framework for Customer Relationship Marketing

* Mrs. Nishu Mathur October,2012 * Research Scholar Deptt. of Business Administration, Govt. College, Ajmer (Raj.)
A B S T R A C T
The concept of customers' relationship is based on the perfection of behavioral and attitudinal aspects of marketers in different fields of marketing. The marketers might be able to develop their relationship process to make some worthwhile and cordial relations with their customers. The electronic products sector plays one of the prominent role in our economy and in it, the LG, Samsung and Videocon groups have been contributing a lot within their distribution and marketing channels right from their manufacturers to customers. The research paper examines the applicability of the degrees or phases as well as the procedural framework for developing the customer relationship marketing.

The Customer Relationship Marketing is defined as a management process of acquiring customers by understanding their needs, retaining customers by fulfilling their needs more than their expectations and attracting new customers through specific marketing approaches. The entire phenomenon of CRM is based on the concept of customers' satisfaction. It aims to encourage and promote the level and composition of customers' satisfaction, to analyze the buying motives and behavior of customers to accomplish the set objectives and parameters of CRM. With the advent of globalization, there has been total transformation from 'seller's marker' to 'buyers market' which has paved the path for customer relationship marketing. Research Methodology Research methodology has divided into sub parts as given here:(i) Objectives of Study (i) To find out and analyze the role and behavior of marketers to perform the sequential stages or de grees of relationship marketing; (ii) To study and analyze the techniques as followed by marketers within the degree or level of relation ship marketing; (iii)To study and analyze the steps and procedures as laid down by marketers for emerging an appro priate relation with their customers. (ii) Research Design The study is empirical in nature and based on survey methods. All the groups' viz. LG, Samsung and Videocon groups are incorporating here. This framework is divided into two major parts viz. (i) Degrees/phases for sequential stages that have a separate identity for relationship marketing and (ii) A procedural design which have some steps and

process as applicable by marketers for developing relationship marketing. (iii) Scope of Study The study of procedural framework which have divided into two major parts are invariably relating to the role and behavior of the distributors and dealers of the selected electronic products of three major study groups i.e. LG, Samsung and Videocon groups etc. It covers a major area of Rajasthan with 07 zones in this state and each has managed by distributor. Moreover, there are 04 to 06 districts are situated at every zone and each district has cover about 03 to 05 dealers at every district. As such, there are about 25 dealers at retail level are involved in this study. (iv) Data Collection & Analysis This study is invariably related with the original facts and primary data. The reliable data and information are collected through questionnaire and personal interview from different marketers. To measure the level of involvement of distributors and dealers towards implementation of different phases, degrees, procedural steps and techniques concerning of relationship patterns, the average and percentage methods have been used. Findings The findings as arising out of this study may be divided into three major parts as given here:(i) Degree of Relationship Building In order to create strong, fruitful relationship by developing some means of individual and group connections with the customers. The levels or degrees are given here:(I) Primary/Basic Marketing:It is the foremost stage to create interaction between buyers & sellers to make basic relations.

RESEARCH ANALYSIS AND EVALUATION

International Indexed & Refferred Research Journal, October 2012, ISSN 0975-3486, RNI- RAJBAL 2009/30097: VoL IV *ISSUE- 37
Table 1 Showing the extend of the involvement of Distributors/Dealers of different study groups who have follows the different Degrees/Levels of Relationship Marketing Degree/Levels of Relationship Marketing Ranging the number of Distributors/Dealers Ra n k I. Primary/Basic Level 55% to 65% 1 II. Proper Positioning 10% to 14% 3 III. Reciprocal Level 14% to 18% 2 IV. Accountable Level 08% to 10% 4 V. Co Partnership Level 02% to 04% 5 Table- 2 Showing the Measures/Techniques as followed by marketers within the Degrees/Levels of Relationship Marketing Name of the Measures/Techniques within the Percentage of Marketers Degrees of Relationship Marketing Out of Distributors Out of Dealers I. Product Maintenance and Developmen 36.16% 18.90% II. Customization 15.40% 42.10% III. Quality Maintenance 14.24% 08.60% IV. Strategical Measure 26.10% 14.00% V. Complaints and Grievance Redressa 08.10% 16.40% 100.00% 100.00%

(ii) Proper Positioning:It develops some new and deepens marketing opportunities with technological upgradation in product & services. (iii) Reciprocal Marketing:The marketers try to get customers' opinion, desires, comments, complaints and grievances concerning of the product and services and contrarily, they can also provide suggestions and guidelines to customers for product & services. (iv) Accountable Marketing:In the marketing, the sales persons facilitate the customers to select the product as per their choices and demands. They abscure their selling responsibilities within the market transactions. (v) Co-partnership Marketing:It involves both the parties to perform different and common merchandising activities. They may find out the solutions for mutual problems. See Table 1 The table shows the different degree or levels of relationship marketing as well as the average number of distributors and dealers concerning of the study groups who have been involved these levels. It was found that involvement of marketers (LG, Samsung and Videocon) at primary level and it is maximum that is i.e. 55.65%. Which stood first in rank to create an initial interaction with large number customers by marketers? Then involvement of customers is at reciprocal level i.e. 14.18% for making relations with customers. At this level, the marketers tried to get customers' opinion, comments and complaints about the product and services. At positioning level the involvement of customers is between of 10% to 14% they try to maintain their market offer as per the needs and expectations of customers. In respect of the accountable level of relationship marketing, the involvement of marketers is between 08% to 10%. They obscured their selling re-

sponsibilities to manage and maintain different facilities. At the last level shows a range of 02% to 04% of the marketers who have paid their little attention to develop a mutual platform to make better relation with customers. (ii) Measures/Techniques follow by Marketers These measures as applicable by marketers are analyzed here:- See Table 2 The table reveals that by and large all the distributors and dealers as marketers follows these techniques within their major degree or levels as applicable at their wide area market. It shows that, out of total distributors, quite a major part of them i.e. 36.16% follows the techniques of product maintenance, development promote quality assurance, optimizing the inventory and transportation cost and new product launch in market etc. About 15.40% distributors are more or less involved to develop the customization at their level. About 14.24% distributors are much concern to pay their attention towards quality maintenance, About 26.10% distributors follows the techniques of strategically measures as price premium, discount, and other sales promotion techniques About 08.10% distributors follow the technique of redressing complaints and grievance. In respect of the dealers, 42% dealers devote their efforts towards making customization and about 18.90% are devoted for striving a better product development process About 08.60% dealers are paying their attention towards the quality and brands of their products . About 14.00% dealers are follows some strategically measures to manage promotional activities. They also manage the complaints and grievance redressal techniques with a share of 16.40%. (iii) Procedure followed by channel members for relationship Marketing This procedure is forward looking and dynamic process and all the functional and role played by chan-

RESEARCH ANALYSIS AND EVALUATION

International Indexed & Refferred Research Journal, October 2012, ISSN 0975-3486, RNI- RAJBAL 2009/30097: VoL IV *ISSUE- 37

nel members are indispensable designed to promote customers' oriented business actions. Broadly, the steps to be involved as they are in sequential process like Identification of customers and target market, Data Mining and Warehousing, Analyze the buying motives and behavior, Determine the market with selling process, Performing the market functions, Study the core aspect of CRM and Services after sale. A major part of the channel members have been in indifferent attitude or not to follow perspectively and perfectly the stages of procedural framework for relationship marketing. Conclusions (i)Customers' relationship marketing is a concurrent framework on which the goals and objectives to achieve the level of customers' (ii) The role and behavior of distributors and dealers concerning of the study groups are included in this study.

(iii) Quite a highest number of marketers have been involved to follow the primary or basic level of marketing Quite a good number of marketers are follows the techniques specifically of product maintenance and development. In respect of dealers, quite a highest number of them are followed the techniques of customization. There is a lowest number of distributors are followed to techniques of Complaints and Grievance handling. Suggestive view points. (i)To interact and develop personal relations to persuade the people to buy product and services based on human psychology, creativity, rationality satisfaction; (ii) To develop proper customization to serve the customers with some merchandising and busi ness values; (iii) To manage and conduct quality maintenance, product positioning and different techniques of mix variables, (iv) To give more emphasize on alliance and inte grated relation with customers.

R E F E R E N C E
1. 2. 3. 4. Alderson W. - "Marketing Behaviour and Executive Action" Richard D Irwin, 1957 K. Shridhara Bhat - "Logistic and Supply Chain Management" Himalaya Publishing House, Mumbai 2009 Sugandhi, R.K. - "Customers' Relationship Management" New Age Publications, New Delhi Bhatt K.G. - "Customer Relationship Management" Himalaya Publications House, Mumbai 2009

RESEARCH ANALYSIS AND EVALUATION