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Relationship Marketing

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Introduction

X is a B2B company that has occupied the front of the stage on the in-room entertainment and HSIA (high speed Internet access) market for over a decade. The company has debuted after the acquisition of two start-ups, and was called XX . At the beginning of the century, it started to grow rapidly as an innovative HSIA gateway provider for entities offering Hotspot Internet services. The focus was placed on the hospitality industry and a number of alliances been signed with major hotel chains such as Hilton, Mövenpick, Holiday Inn, or Kempinski. The company has linearly progressed on the European market. It started to expand outside of Europe in 2006 when it took over a North American company. Its market share culminates at 400’000 guest room and nearly 2500 hotels serviced. In 2007 a new solution has been introduced to the portfolio of XX . IP based customizable interactive TV was offered to the company’s clients as a response to the hospitality industry looking for solutions to differentiate themselves from their competitors. Throughout the last five years, X has acquired two more companies and changed its name to the latter. It has expended its geographical presence to the Middle East and Asia 2012. Although the company has suffered some disappointments and lost a fifth of its clients, it remains one of the key players on the market. It had tried to adapt his marketing strategy to the financial changes as well as to regional requirements and imperatives.
What is the role and importance for the organisation in developing long-term relationships with its customers? What does it help the organisation to achieve?

As numbers of studies have demonstrated, customers’ loyalty can be a very good way of ensuring revenue (Srivastava, Shervani, & Fahey, 2000) if not The very way for it (Reichheld and Sasser, 1990). It offers the advantage of costing

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