First let us understand what is relation marketing.
Relation marketing is called when we maintain long term relationship with customers rather than doing one time sale. Relationship marketing is about making the customer loyal customer.
I will make you understand by an example.
Now a day’s many companies do this.
Suppose there is a retail store named XYZ Retail. Suppose a customer comes to buy certain merchandise after buying he will proceed for billing. Here the customer will ask for his Mobile No or email id.and now the billing associate will register that customer into the database. For his shopping the company will give points to him. Let us say on purchase of $1,one loyalty point. And 1 pint will be equal to certain cents.
The customer will keep buying for collecting the points. He will become loyal.
Now after few days if that customer left XYZ Retail and went to the competitor of XYZ Retail for shopping. Now the XYZ Retail can add some free loyalty points to his account. let us say 20 loyalty points and will shoot a message to him. Now that customer will have obligation to shop from XYZ Retail for free benefits. Hence there is probability that he will become loyal customer again.
This is the example of relationship marketing. It shows the importance of relationship marketing to promote the business.
2- The airlines should more concentrate on business clientele. The reason behind this is that the amount of the customers depends on the season. For an example in Christmas, summer holidays etc the customer flow is very high. Rest of the year the passenger flow fluctuates.
In B2B the margins are low but the business is always constant. It decreases in crisis, recession only that happen after long times. But generally the airplanes get full fill rates.
So in my point of view the carriers should be more focused on B2B.