Rehman, Shams Ur; Shareef, Aamer; Ishaque, Amir
May 2012
Interdisciplinary Journal of Contemporary Research in Business;May2012, Vol. 4 Issue 1, p606
Academic Journal
Relationship marketing is an important element to attract and satisfy the customers. The basic purpose of the study is to provide a relationship Track that will help marketers to create and maintain strong relationships in consumer markets of developing nations like Pakistan. Data were collected through administered questionnaire which were filled from 380 respondents of the universities students in cities of Islamabad and Peshawar of Pakistan. Trust was found as non-significant on relationship value. The findings also suggest that commitment have positive impact on relationship value. Managers can easily increased and maintain relationship with their customers by following the proved hypothesis in a developing country like Pakistan. It will also help them choose the right relationship marketing strategy to gain the positive results.


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