Abstract:
Purpose: The major aim of this study was to understand the role of relationship marketing for increased customer retention in FMCG sector. Based on that the study particularly involves the identification of different dimensions of relationship marketing in context to customer retention in FMCG sector.
Methodology: The study involved the use of questionnaires filled by 150 respondents. The respondents belonged to different age groups, different income level and residing in different areas. The integration of data was conducted by using SPSS which further was analyzed by applying Regression and Correlation tests.
