Abstract:
Purpose of Study
Present research, “The role and nature ofrelationship marketing in acquiring service customers in
used car dealers”, is based on identifying to acquire more customers through CRM (Customer
Relationship Management). The research examines the role and nature of relationship marketing
that how it aids in acquiring service customers in used cars market in Pakistan.
Research Methodology
The study is quantitative in nature and 150 individuals were the respondents to collect data The
sample is mainly based on the customers of used cars. Data is collected from primary source that
is questionnaire. The dependent variable for this research is customer satisfaction while the
independent ones include: Trustworthiness, Perceived Value, and Delivery of Automobile in
Time, Customer Loyalty.
Finding of Study
The results suggests that all the independent variables are significantly related to the dependent
variable i.e. customer satisfaction. This means that by effectively using CRM technology
customer’s satisfaction can be increased, keeping in view all the relevant variables that are
discussed in the study. The study also shows that the relationship between customers and dealers
is mandatory in order to have long-term business. A CRM marketing strategy is useful tool for
sellers in competitive market. There is a trend for suppliers to rely on relationship marketing tools
as means to create the relationship between them and their retail customers.
