Question 1:
"Relationship Marketing is a new marketing paradigm which challenges the straight-jacket marketing mix approach." Evaluate this statement and illustrate with examples.
Question 2:
"A loyalty scheme is the most useful tool to build long-term customer loyalty but it can only be successful under some conditions." Critically discuss this statement by using empirical evidence.
Question 3:
"In many industries and markets, alliances and partnerships have been used by companies to enhance their competitive advantage." Assess whether alliances and partnerships represent a viable strategy by using examples from the hospitality and travel industries.
Question 4:
"Businesses seek to achieve customer retention and maximize their share of wallet within their existing customer portfolios. Nevertheless, the quest for customer retention is more a journey than a destination." Discuss the significance of a customer retention strategy for a firm in the tourism industry.
Question 5:
"Service failures are bound to happen in any service businesses and therefore, these business entities should have a service recovery plan to maintain customer loyalty." How far does service failure and recovery influence customer loyalty?