Relationship Marketing And Customer Satisfaction: An Empirical Study

Abstract

Purpose- In this research, consumers of a private firm in Gujarat are used to analyse how relationship marketing affects customer happiness. The goals are to (1) ascertain how relationship marketing influences customer satisfaction, (2) analyse the rate at which trust influences customer happiness, and (3) explore how competency and long-term relationships influence customer contentment.

Methodology- both primary and secondary sources were utilised. A questionnaire was used to collect the 500 responses used to collect the essential and relevant data. A combination of inferential and descriptive statistics was used to examine the data. Multiple regression analysis and the Pearson correlation coefficient were used to examine the hypotheses.

Findings-Based on the data, it was determined that a change of just one percent in relationship marketing may have an impact of 81.1% on customer satisfaction. “Furthermore, the R2 value of 0.435 indicates that competence and long-term connection jointly explain for 40.4% of the variation in customer happiness, and a 1% change in trust will result in a 72.2% change in customer satisfaction.”

Originality value- The research suggests that relationship marketing affects customer satisfaction positively because of the positive correlation between the two.