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RELATIONSHIP MARKETING AND CUSTOMER LOYALTY: A CONCEPTUAL FRAMEWORK

    2 Author(s):  DEEPIKA, C A YASK SAIN

Vol -  8, Issue- 4 ,         Page(s) : 66 - 81  (2017 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

This article examined on existing literature on relationship marketing. The main objective of the article is to develop a conceptual framework for establishing the relationship between relationship marketing and customer loyalty. The present study aims to identify the variables of relationship marketing such as trust, commitment, communication, conflict handling and customer satisfaction and what relationship does these variables hold with customer loyalty. The paper suggests that the organizations should do proper management of the variables of relationship marketing. The proper management will result in the generation of loyal customers.

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