A study of the application of relationship marketing strategy by the courier industry: a case study of G4S Kenya Limited
The Courier Industry in Kenya comprises of establishments primarily engaged in providing collection, transportation and delivery services of letters, parcels or small size articles, as well as providing customers with fast, convenient and flexible business express services (CCK Annual Report 2006/2007). Due to liberalization and the demands of customers, this has called for differentiation in services for competitive advantage, hence the growth in importance of relationship marketing as a competitive strategy. The objectives of the study were; I) To establish the extent to which G4S Kenya practice Relationship Marketing, 2) To assess the attitude of managers towards Relationship Marketing 3) To establish the relationship marketing practices adopted by G4S Kenya 4) To establish the challenges faced by managers while practicing the Relationship Marketing strategies at G4S The population of interest consisted of five employees in the top and middle level management of the G4S Kenya at the Kenya office headquarters in Nairobi. The G4S Kenya officials targeted for interviewing were the heads of marketing, operations, human resource, finance and administration. The data was collected using both structured and unstructured questionnaires. The response rate was 100%. The data was analyzed using descriptive statistics and results of the findings were presented in tables and percentages. From the research findings, it was noted that there were various relationship marketing strategies adopted by G4S Kenya which include; identification and monitoring of trends of consumer changing needs, appealing customers emotional response, communication systems, ensuring customer friendly systems, upgrading of product/service quality, customer comfort, pioneer advantage, service quality and personalization of products/services.