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Relationship marketing and customer value

Unit 4: Buyer Behaviour and Relationship MarketingTopic 2 of 2
Browse the Fundamentals of Services Marketing syllabus

Fundamentals of Services Marketing

10 units
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What the syllabus expects

  • Meaning and importance of relationship marketing
  • Difference between transactional selling and relationship marketing
  • Customer relationship development strategies
  • Customer value building approaches

Relationship marketing and customer value

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Services Marketing (MKT 254)

Unit 4: Buyer Behaviour and Relationship Marketing

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

  • Explain the scope and key elements of relationship marketing and customer value.
  • Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

  • Meaning and importance of relationship marketing
  • Difference between transactional selling and relationship marketing
  • Customer relationship development strategies
  • Customer value building approaches

Detailed Microsyllabus

  1. Relationship marketing

    1. Explain long-term customer relationships and their importance.
    2. Compare transactional selling with relationship marketing.
    3. Identify mutual value and trust requirements.

  2. Development strategies

    1. Describe acquisition, retention and relationship development.
    2. Use service recovery and relevant communication to support relationships.
    3. Assess customer preferences and appropriate contact.

  3. Customer value

    1. Compare financial, social, customization and structural approaches.
    2. Evaluate benefits and costs for both parties.
    3. Use evidence to judge relationship performance.

Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 109–111.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.