A Review of Literature on Relationship Marketing

Abstract

The purpose of this paper is to provide academicians and practitioners a review on the essence of relationship marketing practices. This paper reviews an extant literature from the reputed database in the domain of relationship marketing. Out of them a few empirical papers are shortlisted and reviewed and analyzed for the study. The authors find that investment in relationship marketing is significant for the improved customers’ satisfaction. That in a way provides competitive edge over others by ensuring long term sustainability of returns. With the changing marketing scenario of the today’s’ competitive world relationship marketing has been going through various changes. Maintaining relations has been of more significance than ever before. To survive in today’s competition firms should invest substantially in building and maintaining long term relationships.