The Relationship Management Protocol (RMP)

Abstract

The Relationship Management Protocol (RMP) of a company is the extent to which it is committed to maintain its RMP Index. RMP index of a company is a quantitative measure of the extent to which the company creates and maintains long-term relationships with its customers, marketing channel members, and the human resources. Relationship Management Protocol (RMP) requires that the company recognizes it (the RMP) as a very important core competence to create a sustainable competitive advantage in a highly competitive market structure. Empirical evidence shows that RMP has a very strong direct positive impact on the growth rates of profitability and number of customers of a company, and there is a direct positive relationship between RMP index and productivity as well as the level of job satisfaction of its human resources. Thus, it is quite important that the company adopts a long-term human resources management (HRR). On the other hand, creating and maintain long-term relationships with primary and specialized channel members are unavoidable. The service outputs and marketing channel efficiency depends on the channel member. The long-run positive-sum relationship with channel members. The marketing channel protocol (MCP) is thus, another integral part of the RMP. Therefore, companies must have a RMP Protocol  a set of guidelines to maintaining a long-term relationship with their customers, marketing channel members, and the human resources. The present study introduces the concept of relationship management protocol (RMP) and its three pillars—the CRM, The MCR, and the HRR.