Scope for Relationship Marketing in Lubricant Industry

Gulnar K Sharma and Vinaya K Ratna Pandey

Paradigm, 2000, vol. 4, issue 1, 35-50

Abstract: Relationship Marketing means to create strong, long lasting, fruitful relationships by developing long-terms bonds through its various instruments of personal connections, as a result of which customers become loyal to the product. The study reveals a shifting trend of the industry. The customer is more aware of quality, R&D is going to play a crucial role. On the whole customers tend to be brand loyal but still 25% of the customers are not committed to any brand and more than 50% switch among 2-3 brands; maintaining continuous relation can work. This can be done by keeping in touch with key customers.

Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:sae:padigm:v:4:y:2000:i:1:p:35-50

DOI: 10.1177/0971890720000105

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