The Impact of Relationship Marketing Strategies on Customer Retention

The purpose of this conceptual paper is to study the impact of relationship marketing strategy on customer retention. The result of variety of researches show relationship marketing has many effects on different aspects of customer behavior. Retailers and service providers in different businesses are trying to increase their sales by using different marketing strategies. All the strategies has one destination for the businesses which is persuading customer to come back and keep buying from the retailer or ask for more services. Maintaining customers and increasing the level of relationship between customer and retailer which its outcome is repurchasing in the literature named Customer Retention. Many researches have been done on well-known factors such as loyalty and satisfaction which leads to customer retention but the goal of this paper is study of primary and fundamental factors and their relationship with customer retention. This paper develops a conceptual framework in the field of relationship marketing that enables greater perceiving about the impact of relationship marketing factors including communication, rewarding, preferential treatment, personalization and trust on customer retention.