TRIUMPH OF RELATIONSHIP MARKETING PRACTICES IN RETENTION OF CUSTOMERS IN SUPERMARKET CHAIN STORES

Abstract

Owing to the uncompromising competition in today’s business, many companies are required to build a long-term profitable relationship with customers and to achieve customer loyalty. Therefore, relationship marketing has become more and more important since the last decade of the 20th century, especially in the service industry. There are many different relationship marketing tactics implemented for retaining the customer. Hence It has become significant for organizations to find ways, to retain the existing customers as it is more cost effective to retain customers than to acquire them. In order to protect their long-term concern, organizations are seeking ways to forge and to maintain an on-going relationship with their customers. It is proposed that offering loyal service gives an organization the advantage, not only to be able to fulfill customers' present needs but also the ability to anticipate their future needs. This paper is an attempt to understand the service facilities which influence the customers to remain loyal to the supermarkets they shop in.