Kothari, Silky (2007) A STUDY OF RELATIONSHIP MARKETING IN COMMODITIES EXCHANGES LIKE MCX IN INDIA. [Dissertation (University of Nottingham only)] (Unpublished)

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Marketing strategies can lead to success if implemented in the right way. Relationship marketing has been thought of as a new paradigm in marketing over the last few decades.It has been believed by academics and practitioners that companies can achieve success in the long run by maintaining relationship with their customers and business ssociates. However, much of the work and understanding of relationship or relational marketing to date focuses on the Western perspective, and hardly any work has been done in the Marketing of Indian Commodities Exchange context. The current literature on

relationship marketing in the financial sector is relatively under-researched, and hence this dissertation aims to present some insight into relationship marketing in this sector. The main objective of this research is to unravel the nature of relationship marketing applied in the Commodities Exchanges like MCX, its benefits and key factors.

The research design follows the case study methodology. Archival records are reviewed,and qualitative data are gathered from interviews with senior mangers, marketing managers of MCX, and individuals who are current members of MCX. The interview questions relate to service quality, branding, customer relationship management,relationship marketing and its major constructs: trust and commitment. These data

provide a vital resource of relationship marketing and its practical approach in the Marketing of Commodities Exchanges.

Findings have shown that Relationship marketing is a synthesis of marketing, customer service and quality management. Relationship marketing in the Indian Commodities Exchange is still at an infancy stage and recommendations therefore highlighted in an attempt to improve the relationship marketing application in financial firms, like

exchanges so that even they can achieve success like MCX has achieved, by implementing productive marketing strategies which focuses on 6 main areas: Product innovation + Up-To date technology + Training + Promotion and Educating customers + Service quality + Branding which in turn Enhances relations with customers.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 07 Mar 2008
Last Modified: 15 Feb 2018 14:18
URI: https://eprints.nottingham.ac.uk/id/eprint/21516

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