To analyse the relationship marketing role in customer loyalty in hospitali

Date : Feb 2015 - Apr 2016

The aim of this study is to identify the factors that can be facilitate in achieving customer loyalty by using the relationship marketing strategy at RS STUDIOS and identifying the gaps to overcome the impediments in achieving the said objective. In recent business environment, building relationships is highly effective because it focuses on customer retention and provides product benefits to the employees. It can focus on long-term impact of the organisation by creating a sustainable return from the investment (Little and Marandi, 2013). This research is important to make RS Studio achieve the expected return from the investment. It will help the RS Studio to identify the key factors for meeting the customer’s requirements by building long-term connection with the customers. It can able to provide a greater level of satisfaction to the customers and makes the customers happy of the RS STUDIOS (Kotler and Keller, 2007). This research can help to create more loyal customers for the RS STUDIOS in challenging business environment. In a crisis situation, building sustainable relationships with the customers can have continuous return and enhance the profitability of RS Studio. The aim of the relationship marketing is to create a repeat purchase, which is planned and highly cooperative than the traditional approach (Little and Marandi, 2012). Application of the relationship marketing concept makes alternative approach to build a higher level of trust with the customers and influence them to take part in the repeat purchase process (Jobber, 2010). When a customer continues to use a company in order to meet the needs by consuming various products and availing various services from the same company is the depiction of loyalty by the customer (Blomqvist, et al. 2000). The researches being conducted on relationship marketing, customer relationship management, customer loyalty, satisfaction, service failure, retention strategies, etc.