Impact of Relationship Marketing and Perceived Service Quality on Customer Loyalty: An Agenda for Inquiry

Abstract

With growing number of firms offering wide range of choices across the industry made today’s market more competitive than ever before. Fueled with globalization & liberalization, the entry of multinationals encouraged the firms to move from sellers’ driven marketing to buyers’ driven marketing approach. At this backdrop, Relationship Marketing has emerged as one of the most powerful marketing tools to cultivate customer loyalty, interaction and long-term engagement. At the same time, research has also revealed that the customers always desire for high quality service irrespective of the kind of the service. The focus of this study is to present a conceptual model for empirical investigation to understand the impact of relationship marketing and perceived service quality on customer loyalty.