Open AccessRelationship Marketing Dimensions on Customer satisfaction and Customer Loyalty: A Review
Author(s) -
Veena Kumari
Publication year - 2017
Publication title -
journal of advance research in business, management and accounting
Language(s) - English
Resource type - Journals
ISSN - 2456-3544
DOI - 10.53555/nnbma.v3i9.49
Subject(s) - marketing , customer satisfaction , loyalty business model , business , customer delight , customer advocacy , customer retention , relationship marketing , customer equity , loyalty , customer intelligence , customer to customer , advertising , service quality , marketing management , service (business)
Relationship marketing is frequently employed by firms to improve their dealings with customers. A key challenge for researchers is to identify and understand how different variables influence important relationship outcomes such as customer loyalty and customer satisfaction. This study aims at analyzing the existing dimensions and also in finding out those variables which are considered to be more effective in creating customer loyalty and customer satisfaction.