Title: Building a sustainable relationship between customers and marketers

Authors: Bijay Prasad Kushwaha; Raj Kumar Singh; Nikhil Varghese

Addresses: VIT Business School, Vellore Institute of Technology, Vellore 632014, India ' School of Management, Graphic Era Hill University, Dehradun, 248002, India ' School of Business and Management, CHRIST (Deemed to be University), Pune Lavasa 412112, India

Abstract: Finding new customers is costlier than retaining the existing customers for the business. Therefore, building a strong relationship with customers helps marketers to retain their existing customers. Incorporating ethical and moral values into marketing activities offer a way to build a strong relationship. This study identifies the factors that bind customers and marketers into a sustainable relationship in the Indian context. This study constitutes a framework to understand and apply sustainable relationship marketing in the personal care industry. This study touches certain marketing disciplines such as marketing mix policy, transparency in trades, building trust, product delivery, promises delivery, and sustainable relationship. The convenience sampling technique used for the selection of respondents from the Mohali City of Punjab, and interview them. The finding suggests that promises delivery is the most important factor for a sustainable relationship. If promises are delivered effectively then the life of the relationship will be longer.

Keywords: sustainable relationship; customer relationship management; CRM; ethical marketing; brand building; promises delivery; confirmatory factor analysis.

DOI: 10.1504/IJBG.2024.137390

International Journal of Business and Globalisation, 2024 Vol.36 No.2/3, pp.241 - 258

Received: 02 Apr 2020
Accepted: 18 May 2020
Published online: 18 Mar 2024 *

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