Relationship marketing in consumer market - idiomatic or reality : a Pakistani perspective

Abstract

This study aims at finding the reality of relationship marketing in consumer market of Pakistan. That is to deal with the real picture of marketing approach named relationship marketing, whether it is just an idiomatic phrase or hold some reality with it. Previously the transactional marketing and mainstream marketing were organizational choices to increase profit after taxation. The new archetype of marketing had emerged from last few decades named relationship marketing. Relationship marketing is to build breed and boost relationship with customer. Relationship marketing results in customer retention. Various top level organizations of Pakistan were selected for research purpose. The reasons behind selection of companies are availability of their offered commodities in most markets of Pakistan and employees of these organizations are interacting with customers at regular basis. The more is the interactions the more are the chances of having relationship. The phenomenon of relationship marketing in selected organizations was analyzed through semi-structured interviews from managers and by observing their operations as well. The finding of this research determines that organizations are inclined towards relationship building approach and are following the new archetype of marketing.