Relationship Marketing and Sustainable Competitive Advantage at Tema Branch of Zoomlion Ghana Limited

Abstract

The competitive business environment shows that today’s business combat different and more complex factors to remain competitive in their field of endeavour. In the service industry, the emphasis is placed on customer identification, customer retention, customer satisfaction and fostering long term relationship. The purpose of the study was to identify how Zoomlion Ghana Limited can leverage on relationship marketing to create competitive advantage. The study adopted the qualitative research paradigm and a case study research design. The study was conducted in the Tema metropolises with the population being employees and customers of Zoomlion Ghana Limited. The sample procedure used was convenience and sample size comprised of 50 employees and 200 customers of the company. The data for the study was obtained primarily through questionnaire and analysed using SPSS. The study established employees understood their roles in adopting relationship marketing, however, employees lacked the necessary communication equipment to help facilitate the process. This also reflected in the challenges employees faced in establishing relationship with customers. Also, Zoomlions Company Ltd.’s working environment proved not to encourage innovation among employees. The study recommended that Zoomlion should invest in modern communication system that will enhance communication, trust, and commitment as a basis for establishing relationship marketing strategy.