MAINTAINING CUSTOMER RELATIONSHIP IN BUSINESS-TO-BUSINESS MARKETING

Abstract: The relationship between organizations and their customers is a critical issue when establishing a long-term relationship. It is difficult for organizations to really manage and main-tain the relationship with their customers as some organizations fail to build up relationships. The process of learning and adapting to other customers is costly and time intensive. This is an issue that needs to be taken into consideration. Another aspect that needs to be looked at is the way organizations can set up a plan to build a competitive advantage. With this, most organizations do tend to loose their customers due to the inability to use their resources well and also managing them effectively. This paper examines the relationship between the supplier and the customer and the possibilities of managing and maintaining the customer relationship. Qualitative analysis is used in this paper since it is the appropriate method to meet our purpose. There were two companies interviewed from the logistic industry and mechanical industry. Finally, our result in this paper indicates that in order to maintain customers, it is vital for organizations to meet their needs. As a result, satisfaction and loyalty is the ultimate goal for organization to maintain their customers. This is the way of avoiding key and non-key customers from leaving and also strengthening the relationship.