Abstract:
This study aims at finding the reality of relationship marketing in consumer market of
Pakistan. That is to deal with the real picture of marketing approach named relationship
marketing, whether it is just an idiomatic phrase or hold some reality with it. Previously
the transactional marketing and mainstream marketing were organizational choices to
increase profit after taxation. The new archetype of marketing had emerged from last few
decades named relationship marketing. Relationship marketing is to build breed and
boost relationship with customer. Relationship marketing results in customer retention.
Various top level organizations of Pakistan were selected for research purpose. The
reasons behind selection of companies are availability of their offered commodities in
most markets of Pakistan and employees of these organizations are interacting with
customers at regular basis. The more is the interactions the more are the chances of
having relationship. The phenomenon of relationship marketing in selected organizations
was analyzed through semi-structured interviews from managers and by observing their
operations as well. The finding of this research determines that organizations are inclined
towards relationship building approach and are following the new archetype of
marketing.
