Effect of Relationship Marketing (RM) on Customer Loyalty in Fintech Companies in Pakistan

Abstract

There are lots of Fintech’s that have started their operations in Pakistan which has made the market competitive, and more are expected to enter the market. Fintech is one of the most rapid growing industries with innovative solutions coming in and more and more people are getting access to internet and mobile phones which is one of the reasons for such a boom. The experts predict more growth in the coming years. The purpose of this study is to find out whether Relationship marketing (RM) by Fintech companies in Pakistan affect customer loyalty. A survey was conducted to find out how customer relationships and satisfaction affect customer loyalty. Providing empirical evidence for the effects of customer relationships and customer satisfaction on customer loyalty, the study adds to the literature and marketing of financial services