Abstract

Marketing relationship uses improved information technology to regularly communicate with the customers of a firm and base their product/service offerings on the customer’s buying behaviour. Computer linkages, advertising, personal sales, sales promotion, sponsorships, publicity, special events and exhibitions aid communication in creating a relationship between buyer and seller. Whilst research has been conducted on the general aspects of relationship marketing, there appears to be no significant study on the role of communication in promoting relationship marketing in the cellular industry. This paper, therefore, examines the way in which relationship marketing is currently being employed in the cellular industry and assesses how improved communication can result in the effective application thereof. The findings of this study indicate that customers must understand and be informed of the future direction that their service providers will take. Since service is the nerve centre of any organization, service providers must improve on their service to customers by conducting regular satisfaction surveys to get feedback from customers and monitor their attitude. The fulfilment of these recommendations will promote and enhance relationship marketing in the cellular industry.

Key words: Marketing relationship, communication, cellular industry, service provider.