Abstract:
The main purpose of the present study was to explore the relationship between the relationship
marketing (trust, commitment, communication and conflict handling) and the customer
satisfaction in the Nayatel organization, Pakistan. A questionnaire based on survey was
developed and was distributed for the collection of data to the customers using Nayatel internet,
telephone or Cable connections in Islamabad. Total of 300 questionnaires were distributed and
250 questionnaires were returned and used for data analysis. The data was analyzed statistically
and Cronbach Alpha for reliability, Pearson’s Correlation for the extent and direction of
relationship between the variables, ANOVA (T-test) for hypothesis testing was used. The
findings of the study indicated that customer satisfaction has a strong relation with the
relationship marketing. If the relationship marketing is properly implemented it will add up to
the customer satisfaction. All the components of the relationship marketing have a positive
impact on the customer satisfaction. If the relationship marketing is managed properly and trust
of the customer is gained, the conflict of the customers is handled efficiently and effectively, the
communication between the customers and the representative is made efficient, the customer
satisfactions can be increased.
The limitation of the study is that, it was conducted only on the Nayatel customers. In future the
study can be dome on the whole of telecom industry including the other organizations in the
industry. The study will be useful for the internet and cable providing organizations and
particularly Nayatel organization for developing marketing relationship strategies that can
increase customer satisfaction.
