Relationship marketing through social networking sites (with reference to mobile telecommunications)

Relationship marketing is about forming long term relationships with customers. It is strategy defined to promote customer loyalty, interaction and long term engagement with customers. Relationship marketing focus on fostering customer loyalty by providing worthy products & services, rather than trying to encourage one time sale. By practicing relationship marketing, a company refines the way they do business in order to maximize the value of that relationship for the customer. The broad objective of study was to analyze the role of relationship marketing through social media sites with reference to mobile telecommunications in KLSD College Ludhiana. A sample size of 100 respondents was utilized. This study collected primary data from respondents of KLSD College Ludhiana. The study found that services provided by online sites have positive impact on respondents. Respondents believed online shopping through social media sites is more convenient and time saving. Respondents were satisfied with attractive design of the website. The variety of goods and services offered over social media sites were highly satisfying as respondents were able to compare a large variety of products of different brands. The study further concluded that relationship marketing plays crucial role in building favourable customer loyalty for establishing stable relationship for continued success.