Abstract:
Purpose-The research paper intends to find out the impact of relationship marketing, based
on three variables; Service Quality, Perceived Value, Trust, on Customer Loyalty.
Methodology & Design - The study was conducted on a cross sectional basis, and the data
was collected from 400 respondents through questionnaires. The data collected through these
respondents was analyzed through linear regression analysis.
Findings - The findings extracted from the analyzed data show that there is a significant
impact of Service quality and Trust on Customer loyalty. However, perceived value did not
have any significant impact on Customer loyalty.
Limitations - Even though the reported findings were proposed on the basis of a thorough
study of the data gathered from the respondents, there still remain chances that the findings
may not apply generally since the research was limited on a single time period and was
conducted only within Karachi.
Recommendations — It is recommended that marketers pay uninterrupted attention to
relationship marketing; specifically, to Service Quality and Trust, in order to retain the existing
loyal customers and to expand the number of loyal customers
