The paper “ The Role and Influence of Relationship Marketing in the Retention and Acquisition of Customers in the Music Streaming Industry“ is a thoughtful variant of case study on marketing. Music streaming firm Deezer faces rigid competition from Spotify, Apple Music, YouTube, and Tidal in the United States market. As a result, Deezer’ s US subsidiary has made significant losses (Godeau 2015). From a review of literature, it is established that relationship marketing would create and enhance the company’ s capacity to attract, satisfy and retain its existing yet more profitable customers (Shajahan, 2006; Sheth, (2002; Sü phan, 2015).
What this show is that, rather than concentrate on expanding its sales transactions, Deezer will need to refocus its efforts on creating direct response marketing campaigns that call attention to retaining and satisfying customers. The literature review has presented the framework for the key research question: “ What is the role and influence of relationship marketing in the retention and acquisition of customers in the music streaming industry? ” The research questions will help explore different study objectives identified from the literature reviewThe significance of relationship marketing to DeezerThe current goals of relationship marketing to DeezerHow else Deezer can achieve customer acquisition and retentionThe new purpose of marketing at DeezerResearch MethodologyThis study focused on investigating the significance of relationship marketing in the music streaming industry.
The desired outcome of the research was to determine the significance of relationship marketing to Deezer in terms of retaining and acquiring customers in the music streaming industry. The literature review has presented a framework for the research question: “ What is the role and influence of relationship marketing in the retention and acquisition of customers in the music streaming industry? ” A qualitative research approach was used in the study.
Ching-Yi (2014) describes the qualitative approach as a type of research methodology that requires an investigator to make knowledge claims based on constructivist perspectives, including meanings of the participants’ interpretations and experiences that are constructed with the view of developing a theoretical framework. In addition, it relies on various strategies of inquiry, such as interpretive approaches like document analysis and in-depth semi-structured interviews, both of which this present study depended on (Elliot and Timulak 2005). In this study, a qualitative document analysis of the role and influence of relationship marketing in the retention and acquisition of customers in the music streaming industry was conducted.
This was supplemented by a semi-structured research interview. Document analysisBowen (2009) describes document analysis as a systematic procedure for evaluating or reviewing documents, whether in electronic or printed form, with the view of eliciting meaning, gaining understanding, and developing empirical knowledge. Bowen (2009) explains that the documents useful for systematic review take a range of forms, including journals, books, research dissertations, diaries, newspapers, background papers, advertisements, and corporate reports. Document analysis is selected as it provides a means of triangulation, where studies that have used different research methodologies are systematically reviewed, and their findings compared to determine the consistency of results.
This allows an investigator to draw on multiple sources of evidence, or seeking convergence by using varied data methods and sources. In the present study, by actually triangulating data from varied research documents, the investigator hoped to acquire ‘ convergence of evidence that brings about credibility.
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