Impact of Relationship Marketing on Customer Loyalty

Bc. Vrajesh Shah

Master's thesis

Abstract:

Modern business world is facing a constantly increasing pressure of competition, due to which maintaining competitive edge is becoming a challenge. In such cases, customer satisfaction and customer relationship building are some of the promising ways to retain the existing customer base and develop a competitive edge to compete with other players. Luxury brands such as Apple have developed an esteemed and leading brand image in the electronics market, due to their highly effective customer relationship building strategies, which reflects on its consistently increasing customer base. This research aims to identify how Apple Inc. manages its relationship with its customers and fans and how the company retains the trust of their customers over a long period of time. The analysis in the research concludes that their premium pricing strategy, their aesthetical features, the features which makes them stand apart, their market reputation and brand image are some of the most essential factors, on behalf of which the company retains and expands its customer base.

Keywords

Apple, Customer relation, customer satisfaction, customer service, customer loyalty

Language used: English

Date on which the thesis was submitted / produced: 30. 11. 2021

Thesis defence

• Date of defence: 28. 5. 2021
• Supervisor: Ing. Michal Chocholoušek, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration