The study has been conducted on the basis of secondary resources. The research works of different authors have been analysed for performing present a research work on this topic. The paper compiles many research works already undertaken in this area (references given below).
Such a study has provided us a detailed explanation on the impact of relationship management in maintaining customer satisfaction. The various strategies that have been adopted by the organizations are found to be highly significant for running the organisation successfully. Outcomes obtained through researches show that the application of the concept of relationship marketing in the organization helps in maintaining a healthy customer relation. The company will be enjoying a better position and be more confident with the fact that old customers have been retained. Satisfaction and Trust are the two main pillars of the organizations. Researchers have always emphasized upon the fact that building up strong customer relationships as well as its sustenance plays a key role in the company’s growth and prosperity. Thus it can be said that that the stress laid on customer satisfaction under relationship management forms an essential ingredient for marketing a product.
The aim of the firms should be to lure consumers by adopting a particular kind of behaviour or attitude. This will encourage an ongoing reciprocal interaction between the customer and the product, service or business concerned parties. ...