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.
Findings: The complete analysis of the data reveals positive relationship between the context of
relationship marketing and customer retention. It was obtained that all five components of
relationship marketing which include trust, commitment, communication, social bonding and
conflict handling are positively related with the level of customer retention in context to FMCG
sector.
Practical Implications: The outcomes of this research will might help the marketers and
advertisers and to understand the impact and effectiveness ofrelationship marketing attributes in
the broader detail that will subsequently help in building a strong profiles for customer retention.
