UGC NET COMMERCE June 2019 Q41
- Option : A
- Explanation : With reference to the definition of Shani and Chalasani, relationship marketing is “an integrated effort to identify, maintain, and build up a network with individual consumers and to continuously strengthen the network for the mutual benefit of both sides, through interactive, individualized, and value-added contacts over a long period of time”. Thus the relationship marketing is performed to benefit both the company and its customers. Through it, an increasing fraction of each customer’s business is received. It aims at building long term, mutually satisfying relations with customers, suppliers and distributors with the objective to earn and retain their lo ng-term preferen ce and businesses (Armstrong and Kotler).
