THE RELATIONSHIP BETWEEN CUSTOMER RELATIONSHIP MARKETING TACTICS, RELATIONSHIP QUALITY AND CUSTOMER’S LOYALTY IN MOBILE COMMUNICATION INDUSTRY

Relationship marketing, just as the name implies is simply the art of developing a personal relationship with your customers. Anyone can start a business but not everyone can build a strong customer relationship. The growing importance of relationship marketing hasincreased interest in the role of consumer trust and satisfaction in establishing, developing, and maintaining successful relational exchanges. There are many different relationship marketing tactics implemented for retaining customer. However, some of those tactics did not affect customer loyalty effectively, and switching behaviors frequently occur among most of targeted customers. Therefore, this study is aimed to investigate the effect and relationship ofcustomer relationship marketing tactics on customer satisfaction, trust and customer loyalty, by focusing on mobile service providers in Vadodara, India . A cross-sectional relationship between relationship marketing tactics, relationship quality (trust and satisfaction) andcustomer loyalty was used. Findings - The results shows positive relationship between the variables included in the study. The findings contribute to understanding of the relationships between different elements of customer relationship marketing practices, relationship quality and customer loyalty, which provide critical implications for managers of service organizations; and highlight directions for future research.