Relationship marketing is a focus on businesses to ensure customers establish long-term commitments with their brand, product, and services. Relationship marketing is a shift from transactional marketing where the business only focus is to make a one-time sale or to acquire new customers with no emphasis on how to retain them. However, it is important to note that relationship marketing starts with transactional marketing where the business makes its first sale. Thus, levels of relationship marketing can be described as follows:
Basic Marketing- the business works to achieve the first sale
Reactive Marketing- where after the first sale is made the customer is encouraged to provide feedback
Accountable Marketing- the business calls the customer to find out if the product or service met their needs
Proactive Marketing- the business works in collaboration with its customers to develop improved services and products
Partnership Marketing- the business provides tailored products and services to their large customers, creating long-lasting partnerships in the process.