Customer Relationship Management and Brand Loyalty Through Word Of Mouth (WOM) Communication

Customer loyalty is not a choice any longer with business; it is the only way of building a sustainable competitive advantage. Building loyalty with key customers has become a core marketing objective shared by key players in all industries catering to business customers. Communication with customer partners is a necessary process of relationship marketing. It helps in relationship development, foresters trust, and provides the information and knowledge needed to undertake cooperative and collaborative activities of relationship marketing. CRM refers to a conceptually broad phenomenon of business activity; if the phenomenon of cooperation and collaboration with customers become the dominant paradigm of marketing practice the satisfaction level of the consumers goes high up to the level of delight. Today, building customer relationship is a fundamental business of every enterprise and it requires a holistic strategy and process to make it successful. The proposed study will focus on the issues related with customer satisfaction, repeat purchase behavior, building consumer relationship management through customer loyalty and suggest the measures to minimize the challenges of a highly competitive global market.