Building relationships with customers is a fundamental business of every enterprise, and it requires a holistic strategy and process to make it successful.” (Parvartiyar and Sheth, 2001) 
Critically examine the role of operations and marketing within WANHUA chemical group in building and managing long-term relationships with external customers. You need to examine from both a marketing and operations perspective. Including：
• Examine the benefits (to both WANHUA and its customers) of building long-term customer relationships. 
• How are the strategies for operations and marketing organized within WANHUA to support the management of its customer relationships? Where and how do improvements need to be made to these strategies? 
• Examine the extent to which operations and marketing work together to build / 
manage customer relationships. Consider if there are any conflicts / challenges 
that occur between the two functions. How have these conflicts / challenges 
been overcome (or can be overcome)? Consider if there are any disadvantages 
in building long-term customer relationships. 

In your answer, Please cite as many of the following articles as possible：

Kotler, P., Keller, K.L. and Chernev, A. (2022) Marketing Management, 16 th Edition. Pearson Education Limited: Harlow. Chapter 4: Analyzing Business Markets; Chapter 9: Designing and Managing Services; Chapter 19: Creating Long-term Loyalty Relationships. 

Slack, N., Brandon-Jones, A. and Burgess, N. (2022) Operations Management, 
10th Edition. Pearson Education Limited: Harlow. Chapter 2: Operations Performance; Chapter 3: Operations Strategy; Chapter 6: Process Design; Chapter 8: Process Technology; Chapter 15: Operations Improvement; Chapter 16: Lean Operations; Chapter 18: Managing Risk and Recovery. 

Vargo, S.L. and Lusch, R.F. (2008) ‘Service-dominant logic: continuing the evolution’, Journal of the Academy of Marketing Science, Vol. 36, Spring, pp.1-10 

Hammer, M. and Stanton, S. (1999) ‘How Process Enterprises Really Work’, Harvard Business Review, Nov/Dec, Vol. 77, Issue 6, pp.108-118 

Hammer, M. (1990) ‘Reengineering Work: Don't Automate, Obliterate’, Harvard 
Business Review, Jul/Aug, Vol. 68, Issue 4, pp. 104-112 

Andersen, J.C. and Narus, J.A. (1991) ‘Partnering as a focused market strategy’, 
California Management Review, Spring, pp. 95-113 

Baker, M.J., Buttery, E.A. and Ritcher-Buttery, E.M. (1998) ‘Relationship marketing in three dimensions’, Journal of Interactive Marketing, Vol. 12, Iss. 4, pp. 47-62 

Ballantyne, D., Christopher, M. and Payne, A. (2003) ‘Relationship marketing: looking back, looking forward’, Marketing Theory, Vol. 3, No. 1, p.159-166 

Ravald, A. and Gronroos, C. (1996) ‘The value concept and relationship marketing’, European Journal of Marketing, Vol. 30, No. 2, p.19-30


Other ‘Useful’ Readings: 
Beltagui, A., Sigurdsson, K., Candi, M., and Riedel, J. (2017) ‘Articulating the service concept in professional service firms’, Journal of Service Management, 19 June, Vol. 28, No. 3, pp.593-616 

Bettencourt, L.A., Blocker, C.P., Houston, M.B. and Flint, D.J. (2015) ‘Rethinking 
customer relationships’, Business Horizons, Vol. 58, pp. 99-108 

Brandon-Jones, A. and Silvestro, R. (2010) ‘Measuring internal service quality: 
comparing the gap-based and perceptions-only approaches’, International Journal of Operations and Production Management, Vol. 30, No. 12, pp. 1291-1318 

Chen, I.J. and Popovich, K. (2003) ‘Understanding customer relationship management (CRM): people, process and technology’, Business Process Management Journal, Vol. 9, Is. 5, pp. 672-688 

Edvardsson, B. (2005) ‘Service quality: beyond cognitive assessment’, Managing Service Quality: An International Journal, Vol. 15 Issue: 2, pp.127-131 
Fournier, S. and Avery, J. (2011) ‘Putting the ‘Relationship’ back into CRM’, Sloan Management Review, Vol. 52, No. 3, pp. 63-72 

Frow, P., Payne, A., Wilkinson, I.F. and Young, L. (2011) ‘Customer management and CRM: addressing the dark side’, Journal of Services Marketing, Vol. 25, No. 2, pp.79- 89 
Goldstein, S.M., Johnston, R., Duffy, J., and Rao, J. (2002) ‘The service concept: the missing link in service design research?’ Journal of Operations Management, Vol. 20, No. 2, pp.121-134 

Kimber K. (2016) ‘Know your customer’, Utility Week, 22 January, p.27 
Mahmood, U., Zubair, S.S. and Salam, A. (2015) ‘Synergistic relationship between Total Quality Management and Marketing Management in creating customer’s value’, Journal of Business Strategies, Vol. 9, No. 2, pp.99-114 

Maklan, S., Knox, S. and Peppard, J. (2011) ‘Why CRM fails – and how to fix it’, Sloan Management Review, Vol. 52, No. 4, pp. 77-85 

Malthouse, E.C., Haenlein, M., Skiera, B., Wege, E and Zhang, M. (2013) ‘Managing customer relationships in the social media era: introducing the Social CRM House’, Journal of Interactive Marketing, Vol. 27, pp. 270-280 

Ryngelblum, A., Vianna, N. and Rimoli, C. (2013) ‘The ways companies really answer consumer complaints’, Marketing Intelligence & Planning, Vol.31, Issue 1, pp.54-71

Smith, L., Maull, R., and Ng, I. (2014) ‘Servitization and operations management: a service dominant-logic approach’, International Journal of Operations & Production Management, Vol.34, Issue 2, pp.242-269 

Thakur, R. and Workman, L. (2016) ‘Customer portfolio management (CPM) and 
customer relationship management (CRM): are your customers platinum, gold, silver or bronze?’, Journal of Business Research, Vol. 69, pp. 4095-4102