Understanding customer relationship: A Critical Literature Review

Understanding customer relationship: A Critical Literature Review

Drawing examples from the airline industry only, you are required to undertake a critical literature review. the literature review should highlight and justify the adequacy of existing relationship marketing(RM), Customer relationship Management(CRM), Social Marketing, Service- Dominant Logic (S-DL) and, Marketing Orientation(MO) theories et cetera

The Assessment grade will be informed by the following criteria:
-Depth of research, analysis, interpretation, argument and discussion
-Appropriate use of theory and/or theoretical frameworks/concept etc
-Presentation of the assessment (e.g. spelling/ grammatical errors/ punctuation/ syntax and structure)
– Tutor’s discretionary mark- with regard to originality of answer, initiative, effort,etc
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