Client relationship marketing practices: an exploratory study in business-to-business (B2B) between ichitan group plc and distribution channel on modern trade.

Abstract

Nowadays, one of the most important strategies in marketing field is likely be client relationship management. The importance is to maintain and remain the relationship effectively. This relationship management process is dividing by 4 stages. The 1st stage is called pre-relationship stage, the 2nd stage is called exploratory, the 3rd stage is called expansion and the last one is called stable stage. The challenge of the study is to find out on how they maintain the relationship in term of business-to-business, especially in Thai business which is quite difficult, sophisticated and have a lot of things to concern such as culture, organizational hierarchy and family-oriented. The purpose of this study is to find out on how importance of client relationship management between business to business (B2B). The case study of the company, Ichitan group PCL, and its distribution channels which is focus on modern trade and to find out on how to build or maintain relationship with client.