Companies Adopting Social Media for Successful Development of Relationship Marketing with Customers

Abstract

Relationship marketing is the technique of developing and sustaining mutually beneficial ties between a firm and its clientele. It provides businesses with a competitive edge and enables them to expand into new opportunities while maintaining customer satisfaction. To assess the extent of the impact, exploratory research, inductive techniques, qualitative research, surveys, convenience sampling, thematic analysis, and ethical consideration were used to collect primary data. The results showed that companies should use social media as a customer service channel, get insight into competitors, stay abreast of market trends, and ask customers for feedback. Companies should prioritize customer satisfaction and invest in building and nurturing customer relationships to secure long-term loyalty.