The impact of relationship marketing on customer satisfaction : a case study of Botswana meat commission (B.M.C)

Abstract

The study examined the effects of relationship marketing on customer satisfaction. The Botswana Meat Commission (B.M.C) was used as a case study. Both primary and secondary data were used for the study. The instruments used for primary data collection were questionnaire and interview methods. The findings of the study revealed that there was no evidence of concerted efforts of B.M.C to promote relationship marketing with the customers. None of the respondents had been invited for an event by B.M.C and all of the respondents indicated that they had not received a complimentary message from B.M.C. Forty-four percent of the respondents gave a rating of their relationship with B.M.C outside the commercial setup bad , 56% of them rated it as unsatisfactory. None of them rated the relationship good or excellent. Eight-eight percent of the respondents indicated that they had never been visited by B.M.C officials. Attraction of customers to B.M.C was majorly based on the quality of products and lack of formidable competition. This explains why most customers were still loyal and committed in doing business with B.M.C. The study concluded that there was a significant gap that B.M.C had created between the organization and the customers and as such has left customers disgruntled and were only stuck with B.M.C because they did not have much choice. The findings have implications for strategic leadership in ensuring that the right culture is cultivated internally to prepare for the right atmosphere when implementing relationship marketing.