Abstract
In the current era of intense competition and demanding customers, companies of all sorts are devoting time and resources toward establishing strong bonds with their suppliers, customers and target markets. In view of the difficulties that underpin our understanding of relationship marketing in consumer markets, this study attempts to investigate the adoption of relationship constructs which strengthen the relationship in a service market environment. The purpose of this research paper is to study the factors for adoption of relationship marketing which can improve firm performance and to establish relationship among them using interpretive structural modelling (ISM). Therefore, it is suggested that management should pay serious attention to all relationship marketing variables for better firm performance.
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