2017•Journal of Advance Research in Business Management and Accounting (ISSN 2456-3544)Open access

Relationship Marketing Dimensions on Customer satisfaction and Customer Loyalty: A Review

Veena Kumari

Abstract

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.

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Key concepts: Marketing, Customer satisfaction, Loyalty business model, Business, Customer delight, Customer advocacy, Customer retention, Relationship marketing