The Importance Of Relationship Marketing In The Service Sector: A Theoretical Research

In the service industry, enterprises operate in a labor-intensive structure. Individual contacts are established with customers. This communication process plays an important role in creating customer satisfaction and loyalty. Companies are looking for a variety of ways to build long-lasting relationships with their customers. At this point, the concept of relationship marketing emerges. “Relationship marketing”, especially at the key point of service generating enterprises, focuses on establishing a healthy relationship between the business and its customers and ensuring its sustainability. In this study, researches about the importance of relationship marketing and its services in terms of service operations are examined. As a result of the study, it was concluded that relationship marketing helped to retain existing customers in terms of service operations, increased operating profitability, and positive influence on customer satisfaction and loyalty