Impact of Relationship Marketing on Customer Loyalty: Evidence from Indian Automobile Industry

Abstract

With growing number of organizations offering wide range of choices across the industry made today's market more competitive than ever before. Fueled with LPG (Liberalization, Privatization and Globalization), the entry of multinationals encouraged the domestic organizations to move from sellers' driven marketing to buyers' driven marketing approach. Cultivating customer loyalty is often considered as the key driver for organization's long term sustainable marketing success. Of late, Relationship Marketing has emerged as one of the most powerful marketing tools to cultivate customer loyalty, interaction and longterm engagement. Now a day, Organizations across the industry are depending upon relationship marketingto broaden their market share by strengthening customer relationships and building customer loyalty. Taking evidence from Indian Automobile Industry, this study is intended to empirically investigate the impact of relationship marketing on customer loyalty.