Abstract
Relationship marketing strategies are designed to building customer loyalty by providing value to all the parties involved in the relational exchanges. The chosen field for this article was the online travel industry. The Indian online travel industry growing at a steady rate. However, the success of the online travel industry is not guaranteed despite of its significant growth potential in India. Rather, it is contingent upon understanding complex consumer shopping behavior. This article is aimed at exploring the epistemology of relationship marketing strategies, and to assess the extent to which these strategies would benefit online travel industry in retaining their customers. This article is exploratory in nature and is built upon the thorough review of past literature documented in earlier research papers, media articles, news items, and website information. The outcome of the article reveals various strategies that the players of online travel industry may employ to develop long term relationships with their customer.
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