Relationship Marketing is the process of creating and maintaining long-term relationships between buyers and sellers, distributors and everyone involved in taking the product from conception to its final destination, the consumer. As the marketing trend has shifted its focus from product based marketing to customer relationship marketing, companies must also shift their focus to their customers and ensuring that they can build and maintain a life-long, mutually beneficial relationship with those customers. One establishment that I observed during our focus on relationship marketing is The Prescription Parlor Pharmacy, which is a pharmacy in my area that has a prime location in which to conduct business. However, despite having the privilege of being the only pharmacy that caters to such a wide geographical area in Nassau, they have not focused enough on building relationships with their customers.
             First of all, I have been patronizing that pharmacy for over five years and have yet to receive one correspondence from them on anything whether it is a new product that they are selling of even a thank you customer note. This practice needs to be address if they expect to retain clients, because on several occasions I have heard customers comment on how impersonal the service is. As an attempt to correct this, the owner should conduct a personality screening for her employees and hold customer service seminars for her employees to educate them on the importance of the customers to the survival of the pharmacy as well as their jobs. In addition, she should utilize her customer database from time to time to randomly call her customers and ask them if the are pleased with the service, not a marketing company would call to market product but with a personal touch to make the customers feel has though you care about them, their opinion and their comfort. Also, by use of emails and maybe telephone calls customers should be sent product...