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1. Introduction The topic of relationship marketing can be seen as incorporating customer service with quality and market orientation in order to gain and essentially keep customers (Ballantyne et al 2000) an illustration can be seen at appendices 1. To gain the finest customer service a company has to establish how best they can add value to there product and service. They must accomplish customer's requirements for pre- purchase, purchase and post- purchase. Quality must be measured from the perspective of the customer. Marketing is concerned with the activity of the competition, the customer's wants and needs and the relationship between products and services. The four main supermarkets are Tesco, Asda, Safeway and Sainsburys they each have a major supermarket in most large towns in the country and every city. Each has their own marketing strategies which can be very similar as this is a highly competitive industry. This report attempts to...

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