are to become a reality. The case provides an excellent example of
how relationships with each of the six markets must be planned and
managed on an integrated basis.
Broad marketing and strategic issues:
● how global competitive and market trends can put a slow-moving
organization at risk
● understanding that service quality is a key differentiator in a service
industry
● the importance of marketing communication in supporting a brand
strategy.
Relationship marketing issues:
● the critical linkage between employee satisfaction and customer satis-
faction
● the importance of customer retention, particularly the most profitable
customers
● to maintain a strategy of differentiation based upon service quality
requires a constant focus on improving relationships with all the six
markets.
British Airways has continued to build upon its success in what is
still a very competitive and often unprofitable marketplace. Their
progress has not been without problems and there is still a challenge
to balance the need for cost reduction with service enhancement. A
concern that still exists is the need to improve the level of relation-
ships with both the internal market and the influencer market.
Creating and implementing relationship marketing strategies 431