The Role of Relationship Marketing in Improving Brand Loyalty with Special Reference to Online Shopping

• Author(s): S. Sai Bhavani ; Dr. Monica Sainy
• Paper ID: 1704749
• Page: 1008-1018
• Published Date: 28-06-2023
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 6 Issue 12 June-2023

Abstract

Relationship marketing has emerged as a crucial strategy for businesses seeking to foster brand loyalty and establish long-term relationships with their customers. In today's highly competitive marketplace, building and maintaining strong connections with consumers has become a key differentiating factor for brands. This abstract aims to provide an overview of the concept of relationship marketing and its significance in cultivating brand loyalty. This customer-centric approach enhances customer satisfaction and increases the likelihood of repeat purchases and long-term loyalty. This abstract explores the benefits of relationship marketing for businesses. It highlights the potential for increased customer retention, repeat purchases, and positive word-of-mouth recommendations. It also highlights the limitations of this topic. Along with the recommendations to do more better in the market. Descriptive mode of study has been performed for this topic in which primary and secondary data has been used, so the data was collected from different sources like Questionnaires, Journals, Articles, and research papers. Nature of population which filled the questionnaire was different age group of people 15-45years and above respondents are either working or self-employed. Convenience sampling method has been used in this study and the sample size is between 100-200. This study will lastly be followed by the major findings.

Keywords

Relationship Marketing, Brand Loyalty, Customer Satisfaction, Word-of-Mouth

Citations

IRE Journals:
S. Sai Bhavani , Dr. Monica Sainy "The Role of Relationship Marketing in Improving Brand Loyalty with Special Reference to Online Shopping" Iconic Research And Engineering Journals Volume 6 Issue 12 2023 Page 1008-1018

IEEE:
S. Sai Bhavani , Dr. Monica Sainy "The Role of Relationship Marketing in Improving Brand Loyalty with Special Reference to Online Shopping" Iconic Research And Engineering Journals, 6(12)