THE ROLE AND NATURE OF RELATIONSHIP MARKETING IN ACQUIRING SERVICE CUSTOMERS IN USED CAR DEALERS

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.