Date of Award


Degree Type

Honors College Thesis


Marketing and Fashion Merchandising

First Advisor

William Smith, D.B.A.

Advisor Department

Marketing and Fashion Merchandising


Undergraduate research varies from major to major, offering valuable insight toward understanding more about what one is studying. This study focused on relationship versus transactional marketing in the service industry and the impact that building relationships has on making a sale. The aim of this study was to conduct qualitative and quantitative analyses in order to identify patterns regarding the correlation between building relationships and closing a sale. This objective was accomplished in this study. A sample population of consumers was obtained from a proprietary database from a collection of research obtained during my internship with Company X. The data was analyzed to determine if there was a correlation between building relationships with consumers and making a sale. Existing Company X customers and non-existing customers were equally examined. As a result, this study contributed to the field of marketing by determining if building relationship results in a higher number of closed sales.

Included in

Marketing Commons