Relationship Marketing and Customer Loyalty

: R 150.00 incl. 0% VAT
Expiry Date
: None
CPD Units
: 2.00 Points
: 3/4

This course is based on the article, Relationship marketing tactics and customer loyalty – a case of the mobile telecommunication industry in Ghana by Godfred Yaw Koi-Akrofi, Joyce Koi-Akrofi and Jonathan N.O. Welbeck. The article describes a study undertaken to assess the impact of relationship marketing tactics on customer loyalty in the Ghanaian mobile industry. This research covered four relationship marketing tactics: service quality, price perception, brand image and value offered.

Keywords: Relationship, marketing tactics, customer loyalty.

Reading material:

Educational Objectives

Educational Aim:
The educational aim of this module is to enable learners to determine the impact of different marketing tactics on promoting customer loyalty.

Educational Outcomes:

Upon completion of this module learners should:

1. Have a clear understanding of:

  • The characteristics of relationship marketing
  • How relationship marketing differs from traditional marketing
  • The nature and examples of relationship marketing tactics

2. Be able to:

  • Distinguish between relationship marketing and traditional marketing
  • Assess the relationship between different types of marketing tactics and customer loyalty
  • Determine the benefits of relationship marketing
  • Identify the determinants of service quality and determinants of quality service
  • Analyse how price perception impacts on customer loyalty
  • Analyse the importance of brand image for promoting customer loyalty
  • Determine the importance of value offers for promoting customer loyalty
  • Apply the lessons learnt from the study to current marketing practices

Instruction for this Module

  • Read the supplied reading material and complete the quiz at the end
  • You need to pass the quiz and complete the course rating to generate the module certificate at the end
  • You have three attempts to pass the quiz
  • The pass grade is 70%
  • Please click on the CPD certificate link to claim your certificate and to update your CPD Manager

Contact us for enrolment enquiries

RSA TEL: 086 1000 381 | Int. Tel: 021 975 2602