UNDERSTANDING THE ROLE OF RELATIONSHIP MARKETING FOR INCREASED CUSTOMER RETENTION IN FMCG SECTOR

MUHAMMAD BILAL, Reg # 16401

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dc.contributor.author	MUHAMMAD BILAL, Reg # 16401
dc.date.accessioned	2017-11-23T06:25:25Z
dc.date.available	2017-11-23T06:25:25Z
dc.date.issued	2015
dc.identifier.uri	http://hdl.handle.net/123456789/5090
dc.description	Supervised By Naveed Siddiqui	en_US
dc.description.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.	en_US
dc.language.iso	en	en_US
dc.publisher	Bahria University Karachi Campus	en_US
dc.relation.ispartofseries	MBA;570
dc.subject	Customer, Relationship Marketing, Customer Retention	en_US
dc.title	UNDERSTANDING THE ROLE OF RELATIONSHIP MARKETING FOR INCREASED CUSTOMER RETENTION IN FMCG SECTOR	en_US
dc.type	Thesis	en_US