Journal of Social Sciences

A Study of Relationship Marketing on Customer Satisfaction

Sheng Chung Lo

DOI : 10.3844/jssp.2012.91.94

Journal of Social Sciences

Volume 8, Issue 1

Pages 91-94


Problem statement: Developing a sound knowledge on the customers’ necessities and preferences and producing accordingly the companies can lower the chances of losing customers as well as remove negative attitude towards foreign attitudes towards foreign brands. Approach: The research works of different authors have been analysed for performing present a research work on this topic. The study compiles many research works already undertaken in this area. Results: Such a study has provided us a detailed explanation on the impact of relationship management in maintaining customer satisfaction. The various strategies that have been adopted by the organizations are found to be highly significant for running the organization successfully. Outcomes obtained through researches show that the application of the concept of relationship marketing in the organization helps in maintaining a healthy customer relation. The company will be enjoying a better position and be more confident with the fact that old customers have been retained. Satisfaction and Trust are the two main pillars of the organizations. Conclusion: The aim of the firms should be to lure consumers by adopting a particular kind of behaviour or attitude. This will encourage an ongoing reciprocal interaction between the customer and the product, service or business concerned parties. This method of building relation has been highlighted throughout the study in the process of buying and selling.


© 2012 Sheng Chung Lo. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.