RELATIONSHIP MARKETING, CUSTOMER SATISFACTION, AND CUSTOMER LOYALTY: THEORETICAL REVIEW
Sitora Nuralieva Amralievna, Dr. Ratih Hurriyati, Dr. Heny Hendrayati

UNVERSITAS PENDIDIKAN INDONESIA

Abstract

As the world battles to recover from the COVID-19 crisis, businesses are concerned about the influence this crisis might have on the relationship with their customers and how best they can satisfy them. We are in a period where customer loyalty is being put to test. Companies are faced with the challenge of how to maintain relationships with their customers, how to find new ways of working with them, new ways to drive revenues, and new ways of satisfying their customers. The purpose of this paper is to present a framework for understanding relationship marketing, customer satisfaction, and customer loyalty. To achieve this goal, relationship marketing, principles, and purposes were examined. Customer satisfaction and customer loyalty were defined and the relationship between customer satisfaction and customer loyalty was also explored. Recommendations were given on how businesses can maintain relationship marketing during this pandemic to ensure customer satisfaction and loyalty.

Keywords: : Relationship Marketing, Customer Satisfaction, Customer Loyalty

Topic: Marketing Management