A Mixed Marketing Strategy using an Information System to Build Customer Relationships in the Logistics Sector

It is essential for a firm to build a good and strong relationship with their customers. Information and Communication Technology, with its digital transformation, plays a big role in connecting a firm with its customers. A good and strong customer relationship can be initiated by the exchange of information and providing them with better, faster and competitive prices. The firm could become a partner to the discussion in order to solve the customer’s problems and to provide solutions for every bottleneck problem. Marketing mixed strategies, when applied by a firm, build a strong customer relationship using management information systems that help them to serve better, faster and with an excellent delivery schedule, reducing the cost of transportation and logistics, hence both the firm and customer will benefit. The purpose of this paper is to present “Smart LogiS” (Smart Logistic Solution), an application developed to satisfy the customer need for logistic solutions using information technology in order to build a strong relationship between the firm and its customers. Keywords— customer value, marketing mix, service differentiation, strong customer relationship