Abstract

The purpose of this paper is to put forward a conceptual framework for understanding factors shaping the nature of the relationship marketing using the case study. Through this research, I can suggest it. Companies may monitor customer satisfaction by using questionnaires, general comments, customer complaints, online surveys, suggestion boxes, and personal interviews. The main purpose is to keep up to date with the needs of customers in order to retain them by creating the relationship it wants with the customers. Relationship Marketing is quite expensive, especially, in the initial period. Therefore, effective relationship marketing requires marketers to adopt affordable and practical and profitable approaches that give room to low costs without compromising quality of the product.