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Long term business value creation📈 (Internal Relationship Marketing…
Long term business value creation
📈
Creating Shared Value (Porter and Kramer, 2011)💸
Defining productivity in value chain
Workers Safety
Employee Health
Water Use
Employee Skills
Suppliers access and Viability
Energy Use
Environmental Impact
Enabling local cluster development
Institution/Academic programmes
Trade Association
University & Schools
Standard monitoring organisation
Organisation
Re-conceiving product and market
Realigns the entire company budget
Internally generated
Integral t competing
Joint organisation and community value creation
Economic and Societal benefit relative to cost
Cooperate Social Responsibility✋
Removing harm
Bring organisation to acccount
Doing good
Relationship marketing (Harris, 2017)🤼♀️
Types of relationship
Bilateral - both parties motivated (Dwyer et al., 2006)
Buyer-maintain (Dwyer et al., 1987)
Seller-maintain (Dwyer et al., 2006)
Benefits
Customer loyalty for lifetime profit (Egan, 2011)
Cost effective to retain customer (Egan, 2011)
Ladder of Loyalty (Peck et al,1999)
Partner
Advocate
Supporter
Client
Purchaser
Prospect
Relationship Cycle (Dwyer et al, 1987
)
Dissolution
Commitment
Expansion
Exploration
Awareness
Internal Relationship Marketing (Harris, 2017)👨👩👦👦
Communication (Fisher et al., 1997)
Level of communication (Welch and Jackson, 2007)
Corporate communication
Project peer communication
Team peer communication
Line Management communication
Critical Service Interaction (Bitner et al., 1990)
Acknowledge service failure
offer service outside of normal offering
Provide special service without been asked
Role and Impact of employees
The heart of customer relationship (Ind, 2007)
Retain experience and commitment to 'live the brand (Ind, 2007)
Unfair Customers
Verbal abusers
Blamers
Rule makers
Rule breakers
Opportunists
Return hollies
Benefit
Focus employees of organisational goals
Supports relationship building with cusotmer (Palmatier et al., 2006)
promote brand identity (Wilson, 1997)
get valuable insight via feedback on customer and competition (Lievens and Moenaerts, 2000)
Types of Employees(Ind, 2007)
Brand Agnostics
Brand cynics
Brand Champion
Brand saboteurs
Collective Impact (Kania and Kramers, (2011)💫
All together - Government, NGO & Organisation
Regular communication
Backbone support from independent organisation
Mutually reinforcing activities
Common goal