BBMR4103 Discuss the benefits and importance of building long-term relationships with customers: Relationship Marketing Assignment, OUM, Malaysia

University Open University Malaysia (OUM)
Subject Relationship Marketing Assignment

Part I 

PURPOSE

The purpose of this assignment is to develop learners’ ability to evaluate the strength of the relationship between a company with its customers.

REQUIREMENT

Choose a hotel operating in Malaysia.   Discuss the benefits and importance of building long-term relationships with customers. Evaluate the customer loyalty program that the hotel has in terms of implementing long-term relationships with customers.  Based on your evaluation, provide recommendations on how the hotel can improve its customer loyalty program to gain customer loyalty.

Your write-up should include the following:

  1. Introduction of the chosen hotel.
  2. Discussion of the benefits and importance of building long-term relationships with customers.
  • Evaluation of the customer loyalty program used by the hotel in implementing long-term customer relationships.
  1. Recomendations to improve the hotel customer loyalty program.

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