Navigating the Evolution: Transitioning from Transactional to Relationship Marketing: A Case of Banking Institution in Kalyani Town in Nadia District

Abstract

The concept of the Marketing Continuum, initially introduced by Grönroos (1994, 1996), signifies a fundamental shift in marketing paradigms. Positioned at opposite ends of this continuum are two distinct orientations: transaction marketing and relationship marketing. At the leftmost point, transaction marketing emphasizes the maximization of economic gains within the exchange between seller and buyer. This approach prioritizes the individual transaction, competition, and firm-centric value, where the buyer is perceived as passive, the firm is viewed as the central authority, and interactions are short-term and independent, with a clear delineation of boundaries.

Conversely, relationship marketing, positioned at the continuum’s right end, advocates for a more collaborative and cooperative approach. Here, the focus is on long-term partnerships, with both firms and buyers seen as active participants in a dynamic, interdependent process. The firm's role becomes integral to the process, and boundaries are blurred, fostering a networked environment. Relationship marketing emphasizes a long-term commitment, interdependence, and customer-centric strategies, such as database marketing, interaction marketing, and network marketing.

In this context, the present study will examine various facets of relationship marketing, seeking to explore its practical application within the marketing field. Additionally, the research will gather feedback from customers within selected regions of West Bengal, specifically focusing on the banking sector, to assess the real-world impact of relationship marketing practices.