International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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AN ANALYTICAL STUDY ON IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION AND RETENTION IN SERVICE SECTOR

    1 Author(s):  DR. SURBHI MEHRA

Vol -  15, Issue- 7 ,         Page(s) : 428 - 440  (2024 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

This research investigated the impact of relationship marketing on customer satisfaction and retention in service sector. It was motivated by the desire to unravel the level of impact of relationship marketing dimensions (communication, promise fulfillment, customer care, empathy, service quality, building trust and commitment) on customer satisfaction and retention.

Reichheld, F. F. (1996). The loyalty effect: The hidden force behind growth, profits, and lasting value. Harvard Business Press.
Berry, L. L. (1983). Relationship marketing. In Emerging perspectives on services marketing (pp. 25-28). American Marketing Association.

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