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Vecherinina, Ekaterina (2012) Cultural and relational supply-side issues in the context of Betterlanguages.com. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Increasingly more organisations nowadays realise that relationship marketing is a useful strategy, which allows them to improve and further develop relationship with not only customers, but also employees. This paper investigates cultural and relational supply-side issues in the context of Betterlanguages.com, which is a freelance translation company based in Bingham, Nottingham.

The concepts of both relationship marketing and international relationship marketing are explained and analysed in details. The results of the research, which helps to find employees’ opinion about the organisation, are present in the paper. The concept of relationship marketing is not easy to apply on practice, therefore the overall advice on how to succeed in relationship marketing is given to the organisation. The paper also details managerial implications.

One of the main findings of the study is that there is a difference in the way that employees view the organisation. This depends on their ethnicity and cultural origins, and the training that employees had prior to becoming freelance translators. Another finding is that trust is considered to be the most important element in business relationships.

The main conclusion reached is that Betterlanguages.com is already going well in terms of relationship marketing. However, certain aspects of the concept of relationship marketing could be further improved. Recommendations, which include strictly follow the days of payments, provide translators with more user-friendly formats of text presentation, and not to ‘overuse’ exchange partners, are given, in order to improve company’s performance.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	EP, Services
Date Deposited:	20 Jan 2015 12:31
Last Modified:	19 Oct 2017 13:18
URI:	https://eprints.nottingham.ac.uk/id/eprint/25902

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