Impact of Relationship Marketing Strategy on Customer Loyalty

--Kunal Gaurav

Marketing has made a paradigm shift from transactional approach to relational approach. We are living in a globalized world, where competition has become an unavoidable element of business and customers have become scarce. This has led to a situation where all the firms in the same industry are trying to attract the same customers in various ways, even while offering similar products and services. They are using relationship marketing approach to ensure that the customers remain loyal and come back to them for the same products and services. This study aims to understand the impact of relationship marketing on customer loyalty. It also discusses the impact of various demographic variables like gender, income and education, in association with marketing variables, on customer loyalty.

© 2008 IUP . All Rights Reserved.

An Examination of the Propensity for Stating the Centrality of Research for Brand Building in the Top Tier Management Schools in India

--Raashid Saiyed

Research activity is a potential platform around which institutional brands could be built to counter media rankings of management schools which causes much heartburn to many in India. This paper examines the propensity for stating the centrality of research amongst the top tier management schools in India in their self-descriptions, which could drive their brand building efforts by creating appropriate knowledge structures in the minds of relevant public. Based on the publicly communicated research activities at these management schools, the paper takes a look at the centrality of research in their brand building efforts and concludes that though the potential to build organizational identity and brand around research activity exists, these top tier management schools need to consciously make the commitment and take the plunge.

© 2008 IUP . All Rights Reserved.

IFFCO-TOKIO: Catering to the IT/ITES Sector in India

--Sandeep Ray Chaudhuri and Joy Chakraborty

The IT/ITES sector is an upcoming sector in India with immense potential catering to the needs of both the Indian and foreign companies. But there are several legal and technological issues associated with this sector that need to be guarded against, though the awareness and the provisions for safeguarding them are not available. IFFCO-TOKIO General Insurance Company Limited (ITGI) is the first private general insurer to launch an innovative policy entitled Errors and Omissions (Technology) Liability Policy aimed at safeguarding the interests of the software and Business Process Outsourcing (BPO) firms in India. The `Tech Assure' policy of ITGI is believed to be living up to the expectations and needs of the country's sunrise sector. Apart from ITGI, there are very few players (such as TATA-AIG and HDFC Chubb) having such a specific policy designed for the IT/ITES sector in India. Although ITGI is the first player to have come up with such a unique policy, yet there is likely to be intense competition from a number of public and private players in the near future. It now remains to be seen what strategies ITGI adopts to explore the opportunities and simultaneously take care of the concomitant challenges.

© 2008 IUP . All Rights Reserved.

Talent Management and Employer Branding: Retention Battle Strategies

--Neeti Leekha Chhabra and Aparna Mishra

With the advent of globalization and liberalization, the market competition has got intensified, and so has the war for talent. Competitive marketplace and challenging economic conditions have given rise to a dearth of talent. Organizations cannot afford to be complacent about retention, especially of high quality employees. Because of shortage of skilled workforce, organizations are adopting various strategies to curb attrition and attract and acquire the right talent. Retaining employees is more important than hiring them, as talented resources have many opportunities available. It is therefore important for organizations to move retention to number one priority and recruitment to number two. In addition to various other strategies, talent management and employer branding contribute to retention and acquisition of the desired workforce. This paper focuses on various strategies that organizations are adopting in both these areas to achieve the organizational goals and have a competitive edge over other organizations.

© 2008 IUP . All Rights Reserved.