Effect of Relationship Marketing on Customer Satisfaction

Abstract

In today’s dynamic and challenging world marketers are compelled to focus attention on building relationship with their customers which is termed as relationship marketing.    By building such   relationship it becomes easy for organisations in retaining existing customers which requires much lesser effort, time and resources than in acquiring  new customers.  As a results all organisations have started seriously focusing their full attention on  working on the various dimensions of relationship marketing hoping that it could lead to customer retention.  Relationship marketing also leads to other benefits such as winning the loyalty of the customers, customer satisfaction and building a long-term relationships .with the organsiaiton for mutual benefit.   This is bound to result in trust, commitment and increase in service quality offered to the customer  ultimately leading to an increase sales of the organisation leading to an increase in the profitability of the organsiaiton at large.  This , paper an attempt is made to study the effect of trust, commitment and service quality of relationship marketing on customer satisfaction.