Relationship marketing is a vital concept for companies to develop a strong bond with their customers. It helps in resolving problems, protecting emotional well-being, building trust, giving assistance to word-of-mouth referrals, and creating more business opportunities. The process of relationship marketing involves focusing on customer needs, listening to prospects, being always available, offering free information, and personalized greetings. However, it also has limitations such as not treating new customers well, negative information can ruin the campaign, and sometimes relationships becoming too close. Despite these limitations, relationship marketing is essential for companies to succeed in today's competitive business environment.