Analyzing Relationship Marketing and Customer Loyalty for Honda Motors

This project examines the impact of relationship marketing on customer loyalty within the context of Honda Motors, a prominent player in the automobile industry. The study begins with an acknowledgment and executive summary highlighting the importance of relationship marketing (RM) or Cust...Read More

THE IMPACT OF
RELATIONSHIP
MARKETING ON
CUSTOMER LOYALTY

Acknowledgement
I would like to acknowledge all the people who played essential role in my academic
achievement. Firstly, I would like to thank my parents who have provided an effective support
with their love and proper understanding. Without them I would have never reached to my
current position and level of success. Further I would like to thank my committee members who
have provided good and effective advice and guidance through whole of research.

EXECUTIVE SUMMARY
For creating a good image of company product and services the major thing on which company
need to focus is marketing. In the current competitive market the major preference is being given
on relationship marketing. The relationship marketing is defined as the managing of good
relation with the consumer and particularly it can also be said as customer relationship
management (CRM). In this world CRM is very essential to be managed and maintained as this
will attract more of the consumer to come and purchase product and services of company. The
current study outlined the views of different authors and publishers in literature review section
relating to the research topic. The relationship marketing is very important to gain consumer
loyalty for Honda motors. This is particularly because of the reason that with help of relationship
marketing the company can attract more consumers and can keep them connected with company
for longer. Further with help of research methodology section it was identified that the
qualitative research was assistive in developing more knowledge relating to use of relationship
marketing in increasing the consumer loyalty. Further with help of data analysis it was found that
there is positive impact of using relationship marketing over consumer loyalty. This is
particularly because of the reason that when CRM will be effective then this will increase value
of company among the consumers.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
Background.............................................................................................................................1
Aim and objectives.................................................................................................................1
Rationale.................................................................................................................................2
Scope......................................................................................................................................2
Structure of dissertation..........................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction......................................................................................................................4
2.2 Concept of relationship Marketing...................................................................................4
2.3 Association between relationship marketing and consumer loyalty................................5
2.4 Challenges face by company while implementing relationship marketing......................7
2.5 Conceptual Framework..................................................................................................11
2.6 Conclusion......................................................................................................................12
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION....................................................18
CHAPTER 5: DISCUSSION.........................................................................................................29
CHAPTER 6: CONCLUSION AND RECOMMENDATION.....................................................30
REFERENCES..............................................................................................................................33
APPENDIX....................................................................................................................................36

CHAPTER 1: INTRODUCTION
Background
Now a days, it is very important for the company to not only attract range of customers
but to maintain them as well. During this time, marketing plays an important role because it is
the only strategy that assist to increase customer base. Top multinational companies uses range
of marketing strategies that contribute to continuity of a company. In the same way, the current
study is based upon relationship marketing which mainly focus upon the customer retention and
satisfaction. Hence, this strategy is actually focused on long term customer relationship that
could benefited company. Also, technologies are further plays an important role in relationship
marketing because only Internet offers the possibility of collecting and analyzing the customer
information. Thus, the growth of Internet and social media are also consider some of the best
techniques that leads to improve or manage customer relationship. But branding is also plays
another significant role in relationship marketing. Like, firm build long term relationship with
customers only if firm has a brand image and as a result, it satisfy the need as well.
The chosen firm for this study is Honda Motors who deals at automobile sector and with
its best product and services, it become world's largest motorcycle manufacturer in term of
financial performance. The quoted firm establish its brand image at all over world and it also
knows how to maintain and engage customers towards it. There are various types of marketing
strategy company already follows and this in turn leads to attract users towards it. In the same
the present research study helps to analyze that relationship marketing cause any impact upon
customer loyalty and for that qualitative study will be performed.
Aim and objectives
Aim: To examine the impact of relationship marketing on consumer loyalty in the context of
automobile sector : A study on Honda Motors”
Objectives:
 To understand the concept of Relationship Marketing
 To identify the association between relationship marketing and consumer loyalty
 To analyze the challenges face by Honda Motors while implementing relationship
marketing
 To suggest the best ways through which relationship marketing can be implemented in
company.
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Research questions:
 What is the meaning of relationship marketing?
 What is the association between relationship marketing and consumer loyalty?
 What are the challenges did company face while implement relationship marketing?
Rationale
The rationale for conducting the research is such that it will help to analyze the scope of
marketing within automobile industry. As the present topic is related to analyze the impact of
relationship marketing upon customer loyalty and for that it will assist to increase profit margin.
Also,by study on this particular topic will help to analyze how customers are attracted towards
company while using different marketing strategies. On the other hand, through this research, it
will be easily determine that relationship marketing do affect the customers faithfulness and
further assist to examine some challenges which Honda Motors faces while using such
marketing styles. Also, in this competitive market, companies are keep developing strategies in
order to stay ahead in automobile industry and for that thematic analysis will be performed that
will shed a light on the extent to which Honda Motors can improve performance by using
relationship marketing.
In addition to this, another reason behind choosing the topic is such that to determine the
association between relationship marketing and customer loyalty and this in turn support
company to examine further growth opportunities for a firm as well. Thus, with the help of this
study, Honda Motors identify relationship marketing will support firm to increase the customer
base and retain them as well.
Scope
By doing the research, it has been found that several stakeholders such as scholars,
companies operating in automobile industry will benefit from the outcome derived through
investigation. Thus, other investigator who will perform the same study or similar topic can also
undertake this for identifying the gaps and then develop hypothesis for further study as well.
Thus, it can be said that this study will help to analyse the association between relationship
marketing with customer loyalty and also leads to examine different ways which assist the firm
to take a further level of success.
Also, the study also assist Honda Motors and different companies operating under this
sector to examine ways which assist to meet the define aim. Moreover, research provides range
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of challenges along with ways to cope up with same so that companies do not face any
difficulties while implementing relationship marketing.
Structure of dissertation
Chapter 1: Introduction
The first chapter of dissertation which contain brief overview of research which is being
investigated. It also highlight research aim, objectives and further describe the reason for
selecting particular research topic.
Chapter 2: Literature Review
One of the most important chapter of dissertation in which brief thesis will be prepared
by critical evaluating the topic with the help of relevant books, scholarly articles and journals.
The data are gathered from secondary data collected method in which it will be easy to
determine the association between relationship marketing and customer loyalty.
Chapter 3: Research Methodology
With the help of this chapter, scholar collect information. The third chapter provides a
detail analysis of research type, approach, data collection, sampling, analysis and ethical
considerations that assist to conduct the research in better manner. Moreover, it further present
the tools that clearly assist to investigate the issue with best manner.
Chapter 4: Analysis of Results
This chapter interpret the collected data in effective manner that helps to ascertain
whether the aim and objectives are met or not. In this chapter, different themes and graphs are
presented to look the study in more presentable manner. Along with this, entire primary findings
are further supported through literature review.
Chapter 5: Conclusion and Recommendation
It is the last chapter which summarize entire findings such that conclusion will be drawn
by taking into account research aim and objectives, Literature review, findings. Along with this,
different strategies are also suggested to Honda Motors which can be undertaken in near future
so that organizational performance will be increase.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
In the dissertation, this chapter assist to summarize previous research on topic by using
relevant published articles, journals and books. In this chapter, researcher formulated different
themes by considering the objectives for which the pas literature has been published will be
reviewed and relevant insights are further drawn for different themes. Hence, following themes
are developed by using appropriate literature so that relevant conclusion can be drawn than assist
to examine the association between relationship marketing and customer loyalty.
2.2 Concept of relationship Marketing
Özsaçmacı and Dursun (2020) stated that relationship marketing is mainly the marketing
activities which is based on the concept of developing and building of the long term relationship
with the customers. Under this, varied information pertaining to the details about the customers,
their buying patterns and other useful details are managed and maintained in the database to
which a personnel is assigned who manages the to fulfil the requirements of the customers along
with maintaining the relations. This concept acknowledges the value of the customers along with
the importance of having a good relations with them. Author further stated that with the
enhancement in the technology has resulted into emergence of newer methods of creating and
developing a relationship with the new and the existing customers. As per Boateng (2019)
relationship marketing works on building up the goodwill and trust in the mind of the customers
by showing that the company cares about them. This concept is very broad and not just cover
customers but all other stakeholders of the company who are very crucial for the functioning of
the business.
The relationship marketing has been acquiring acceptance and attention more in the
recent years and many of the organizations are focusing on the implementing the strategies
which will result into retaining the existing customers rather than focusing on the grabbing the
new ones. As defined by Lian and Yoong (2017) traditionally marketing was only about making
revenue and profits. The organizations were more into enhancing the sales through the way of
increasing the customer base. While the relationship marketing, realizes and understands the
significance of the customers and the stakeholders and aims at maintaining a good and cordial
relationship with them. It requires movement from the functional teams to the cross functional. It
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puts more attention over the customer retention instead of acquiring new customers and also
works on growth as well.
As per the view of Hänninen and Karjaluoto (2017) the concept of relationship
marketing is based upon the certain characteristics which are concern, trust, commitment and the
service. There are five major RM strategies which are- core service strategy, relationship
pricing, relationship customization, internal marketing and the service augmentation. This
method is not linked to a one product or good but it involves the entire company in refining the
way the business is used to carried out with the objective of increasing the value of the
consumer. This approach has a huge influence over the customer's perception and loyalty
towards the brand. Therefore, by designing and implementing it in the right way after carrying
out the analysis will result into generating greater revenue and profits.
2.3 Association between relationship marketing and consumer loyalty.
Porter's five force model
As per the view of Gummerus, von Koskull and Kowalkowski, (2017), Honda motors is
considered to be as the renowned brand of the auto- mobiles. It has shown significant growth
within the Asian market. The brand has been investing highly in research and development in
order to improve the business operations and efficiency. Honda motors has been poised for the
faster growth and is useful in better innovation and complying with the sustainable technology.
 Competitive rivalry
Thaichon and et.al., (2019) examined the fact that, the competition rivalry among the existing
brands associated with the Honda motors is considered to be significantly high. The company
must invest highly in the relationship marketing because it will lead to attracting large number of
customers and improving the experience of the customers. However, this way it is useful in
improving the loyalty of the customers and attain greater standards. The Honda Motors operates
and trade in the market where the struggle with the rivals is very much which can affect the long
term performance of the company. Therefore, it is become crucial for Honda Motors in
effectively and efficiently implementing the relationship marketing along with other
differentiating strategy for gaining more customers and building customer loyalty towards the
brand. This will consequently lead to increasing the size of the market in an easy way rather than
doing touch competition. The company must always focus on performing better than the
competitors which is useful in improving the business functions and operations.
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 Threat of substitute products
Boateng, (2019) stated that, the threat associated with the substitute goods in case of Honda
motors is considered to be moderate. The brand image of the company is significantly good and
has effective marketing capabilities. There are various brands competing for the same market
and the customer group, thus, the products can be used as the substitute of come another. Along
with that there are other modes of transport as well, like public transport which can act as a
substitute product. The feature of relationship marketing which consists of the various marketing
tactics, competences, brand image with the belief of the client. This will help in lowering the
threat of substitute products through the way of increasing customer loyalty. This way it helps in
improving the customer loyalty. However, the overall threat associated with the substitute
products is considered to be moderate. Effective relationship marketing is useful in effectively
improving the key results and enhancing the customer loyalty.
 Bargaining power of buyers
Van Tonder and Petzer, (2018) examined the fact that, the bargaining power of the buyers is
considered to be exclusively high in case of Honda motors. Customers are highly educated and
informed about the products and services which are available within the market. The customers
have range of products which are available within the market at a competitive price. Author
further added that Customers are the most uncertain and demanding part of the business. Their
desire is to get the best product at the minimum price. By looking at the other aspect, Honda
Motors is having huge customer base, therefore, it has the capacity to fight with the bargaining
power. This is only possible if it is having a good relation with its customers and can be made by
implementing relationship marketing. Honda motors has been investing in marketing which is
relevant in ensuring the safety of the product. This is useful in improving the customer loyalty
and improves the experience of the customers.
 Threat of new entrants
Luu, Ngo and Cadeaux (2018) stated that, the threat of the new entrant entering into the market
is considered to be significantly low. The new entrant has the power to bring in the most of the
innovation in the auto mobile industry and it makes use of the fresh technologies resulting into
putting more burden on Honda Motors. The company might face such many encounters which
may pose as an obstacle in protecting the advantages of the company in against it competitors.
The company can meet with such challenge or threat by the way of managing and maintaining
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the existing customers by the way of relationship management. Honda motors has high degree of
goodwill and good reputation in the eyes of the customers. The new business who has entered
the market cannot match the market position of the Honda motors overnight. Hence, the Honda
motors company has the epitome set of opportunity to improve the business performance and
attain greater opportunity by indulging in the relationship marketing. This way it is considered to
be prominent to enhance the customer loyalty and improve the customer base of the company.
 Bargaining power of suppliers
Gummerus, von Koskull and Kowalkowski, (2017) examined the fact that, Honda motors
has strong supply chain across the globe. In auto mobile industry the base of supplier is diverse
and the dominant position of the suppliers can affect the profits of the company. Honda Motors
has developed a proficient and strong supply chain with multiple suppliers. The situation is that
many suppliers are dependent upon the company for their existence. Therefore, Honda Motors
enjoys its strength of bargaining power, which is because the company has maintained good
relation with its suppliers resulting in timely meeting with the customer requirements. This
means they have high degree of distribution network. This way it is useful in meeting the needs
and requirements of the customers. It also holds the bargaining strength and eventually leads to
high degree of bargaining power.
2.4 Challenges face by company while implementing relationship marketing
For implementing the relationship marketing, it is important to understand and be
prepared for the challenges that might come across. According to Steinhoff and et.al., (2019) the
challenges are bifurcated into four types- which are people, technology, business process and
other challenges. Under people challenge, organization might face the problem pertaining to the
lack of sponsorship by the top or the senior management. As the RM is mostly driven by the IT
team as it involves use of technology. Also, the management are sometimes not able to
understand the importance of it and the benefits attached to it. This challenge also involves
challenge in relation to scope, clarity and outrun of the budget. This challenge is very crucial in
determining and understanding the cost that is required to be incurred. For implementing this,
requires the changes in the management, which makes it important for the organization or the
top management in effectively communicating the change to the employees of the organization.
As emphasized by Grönroos (2017) another challenge is the change in the stakeholders
of the company in the middle of the project. This might cause the problem in implementing the
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contract which has been already signed. Therefore, it is important for the management to
adequately made the documents with the objectives and the in-progress sign off. In terms of
technological challenge, it refers to whether the relationship marketing practice which is
proposed to be used is technology driven or not and what it will be managed as it will require
someone having an expertise in using the relevant technology. Otherwise, it will incur a huge
problem which might result only incurring expenditure for the company. In the another
challenge which is business process, relates to migration of the data with respect to the
customers. Also, by implementing the relationship marketing, it will have a direct impact over
the existing business processes. Luu, Ngo and Cadeaux (2018) states that the organization is
required to understand how the use of this form of marketing will affect the ongoing business
processes and what are the ways through which the management can mitigate or reduce the
impact.
The other challenges which might occur are difficulty in implementing it or monitoring it
on continuous basis for ensuring that it will support the company in attaining the desired
objectives. As per the opinion of Grönroos (2017) the major challenge is on the account of
maintaining the privacy and security of the customer's information. There is possibility of losing
out the confidential information in respect to the customers and other stakeholders which limits
the usage of relationship marketing. Another crucial point pertaining to this approach of
marketing is that there is no guarantee in respect to the outcome. It does not ensure quick profit
as it requires a longer time frame to provide with the desired outcome in comparison to the other
transactional marketing approach. As argued by Greve and Schlüschen (2018) with the
increasing use of this marketing approach might generate over expectation of the consumers
who are returning back to the brand. Therefore, these are the challenges which are faced by the
organization while implementing the RM. By taking care of all these factors or challenges
before implementing the marketing plan will provide assistance to the management in ensuring
that the RM approach will lead to better outcome and in attracting the customers and creating a
positive image in the mind of customers leading gaining customer loyalty.
Pestel Analysis
According to Sinkovics, Kurt and Sinkovics (2018) the Pestel analysis of the Honda
Motors has resulted into analysing the brand along with its business tactics. It will result into
examining the carious macro environmental factors which might a have an impact over the
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functioning of the business operation. It highlights the such situations or the scenarios which the
business might come across and the business would be having the least control over it. This
framework is very imperative for the organizations like Honda Motors as it helps in
understanding and gaining insight of the market dynamics which can be utilized in improving
and enhancing the business on a continuous basis.
 Political factors:
As examined by Jasiński, Meredith and Kirwan (2016) Honda Motors have complied
with all the rule's and regulation pertaining to the production of the motor vehicles. UK's
government has insisted on the auto mobile firms to manufacture vehicle that can meet with the
criteria of the fuel efficiency and can pass through the various standards passed in association
with it along with the safety issues and the carbon emission of the vehicles. The enforcement of
the carbon emission laws and the change in EU legislation is in association with the life of the
vehicle which is the main political factor that could have a huge influence over the auto mobile
industry in a negative way. Therefore, this factor would have a huge impact on the current
operation and strategies implemented by Honda Motors.
 Economic factors:
Brand, Cluzel and Anable (2017) states that the Honda Motors should keep an eye on the
changing economic conditions of the country in which it is operating while it is making a move
for introducing a new product in the market and it should come with the perspective of the
customers in that region. This will help in determining and fixing the price of the product as
well. Under the situation of lower disposal income of the people, the demand for the motor
vehicle will slowdown especially of the luxury products. Another situation like Brexit will also
impact the revenue as it will tension among the nations resulting into fluctuations in the currency
rate. Under this situation, there is high probability that the company might loss out profits even
if the sales is increasing. Another important factor that should be considered is the continuous
increase in price of the fuel and imposition of fuel tax which has caused the increase in the price
of vehicles or reduction in the sales of it. Therefore, Honda Motors requires to account for these
issues before launching new vehicles in the market which might consequently lead to incurring
losses.
 Social factors:
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As per the views expressed by Rotjanakorn, Sadangharn and Na-Nan (2020) there is an
increase in the consumer awareness with respect to the well-being of the environment. The
consumers are finds themselves associated with the various auto mobile company for different
things. On the other hand, company's in return have provided the products which will help in
increasing the customer's satisfaction level. The Honda Motors has given much importance to
the consumers by the way of eradicating the social stigma and creating ample new opportunities.
Along with that, Honda Motors has started working on the eco-friendly vehicles all across the
world. This resulted into meeting up with its long term business requirements along with the
CSR activities. Further, stated by the author that this factor has an immense and significant
influence over the company in respect to meeting up with the desired objectives. Thus, it is very
crucial for the Honda Motors to continuously analyse the changing trends, tastes and
preferences along the expectation of the consumers from the company in order to take first
mover advantage and meet with their requirements.
 Technological factors:
As emphasized by Pavlínek (2018) with the world getting more advanced as every single
day there is an evolution of new technology or up gradation in the existing one. Thus, Honda
Motors in order to stay updated it has installed GPS in its new vehicle models. Along with that
the company has come up with the latest iv technology which will help the organization in
making a huge contribution towards the minimizing the carbon emission in the environment.
Honda believes in developing such an experience for the consumers which will fulfil all their
needs. The company has also switched to the renewable sources of energy (60%) for
manufacturing the vehicles. Therefore, this factor will have less impact over the company.
 Environmental factors:
Saleem, Eagle and Low (2018) states that in response to the changing weather
conditions, Honda Motors has taken various initiatives for creating a 0 impact society. The
organization has aimed at cutting down the carbon emission to 50% by the end of the year 2050
and is also working on reducing the pollution which is created by the motor vehicles worldwide
by 30%. Honda Motors believes in optimum utilization of resources and is making efforts in
minimizing the usage the water throughout its processes.
 Legal factors:
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According to Campos and et.al., (2018) the major legal problem that the company is
currently facing is that in many countries the rules in relation to the hybrid and whole electric
vehicle is not provided clearly and appropriately which can pose as a threat to the company. If
there is any change in the legal aspects then it will require result into a major change which is
required to be implemented. This will affect the profitability of the company as well. The Honda
Motors also requires to keep a check on its pricing policy in the country it operates along with
the minimum wage policies and the working hours in order to avoid any legal issue or the
government intervention.
2.5 Conceptual Framework
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Relationship
marketing
Impact of relationship marketing
on customer loyalty
Positive Positive
Retaining the existing customers by
maintaining good relations
Timely meeting with the needs
and expectation of the customers
Increasing customer
loyalty and brand image

2.6 Conclusion
It can be inferred from the above literature review that relationship marketing is of
immense importance to the business organization in order to attain the desired goal of
maintaining a good and cordial relationship with the customers. The concept of relationship
marketing provides an insight into the framework which can be used for gaining an
understanding about the concept and the benefits attached to it. The ways in which it can be
implemented for attracting for customers. Along with this porter's five force model was used to
analyse the association between the RM and the consumer loyalty along with the competitive
edge of the company. There are challenges which might come across and therefore, Honda
Motors are requires to effectively analyse the market in which it is planning to enter with the
help of Pestle analysis framework along with the other challenges that it will require to account
for before implementation.
Literature gap
The current study deals with the analysis of the impact of use of relationship marketing over the
consumer loyalty. There were many different research and other studies being conducted over
the present research topic. But in the present study it was seen that porter five force model is
also assistive in analysing the association between relationship marketing and consumer loyalty.
CHAPTER 3: RESEARCH METHODOLOGY
This chapter is useful in providing detailed analysis of research type, approach, data
collection, sampling, analysis and ethical considerations that assist to conduct the research in
better manner. This section is useful in further presenting the tools which clearly assist to
investigate the issue in the best possible manner. It is significant in selecting and identifying and
also analysing the information associated with the subject topic of the research. This is
significant in studying and examining the overall reliability and validity of study. It helps in
showing how the specific research has been carried out.
Research methods: This is considered to be useful in gaining in- depth and relevant set
of information which is highly relevant in gaining wide degree of knowledge associated with the
subject matter. It is useful in gaining logical reasoning and gain optimum set of data associated
with the subject matter. This is bifurcated into qualitative and quantitate method of the research.
Qualitative method of the research is mainly associated and concerned with the behaviour of the
human and is useful in analysing and exploring the subject topic (Park and Park, 2016). This is
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one of the relevant approach where non- numerical set of data has been analysed which is useful
in understanding the opinions, concepts and experiences. This is highly significant in gathering
in- depth set of insight to the specific problem and is also useful in generating new idea
associated with the research. This is prominent in understanding the concept, opinion, and the
experience. This is relevant in generating new ideas associated with the research. It is relevant
in analysing the thoughts and opinions of the respondent and is useful in informing new
concepts, products and theories. This qualitative method of the research helps in gaining deeper
set of understanding and analyse the patterns associated with the subject topic. Quantitative
research method tends to analyse the large number of data and also evaluate the statistical set of
data. This also emphasize upon the objective measurements where the numerical set of data is
collected by the manipulation of the pre- existing statistical data sets by using computational
techniques. It is also significant in effectively testing of the hypothesis and exploring the
experiences and ideas in an in- depth manner. The investigator of the study has selected
qualitative method to examine the impact of relationship marketing on consumer loyalty in the
context of auto mobile sector.
Research philosophy: It is a belief and a way according to which the data and
information set has been gathered, used and also analysed. It helps in interpreting the data which
is known to be true and also encompass various philosophies to improve knowledge upon the
subject topic (Drawson, Toombs and Mushquash, 2017). It is significant in transforming things
which has been believed into the things which are to be known. This is divided into positivism
and interpretivism research philosophy. Positivism philosophy method tends to believe that the
reality is stable and can be effectively described from the objective point of view without
interfering the phenomenon which has been studied. Positivist research philosophy is significant
to effectively understand in the objective way. The research philosophy tends to effectively deal
with the key facts and is relevant in shaping the society. This method of philosophy is
considered to be relevant in effectively understanding the social world and is also based on what
are the interest of the researcher. It is considered to be significant in gaining factual set of
knowledge and is useful in believing about the way study has to be carried out (Dougherty,
2017). Interpretivism research philosophy is significantly based upon the key principles which
mainly states that, the researcher focuses on performing the specific set of role in order to
observe the specific social world. This is considered to be highly significant in effectively
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gaining knowledge of the globe and also loosely interpret and effectively understand the
meaning by complying the study with the human knowledge and interest. For the current
research of the study has selected interpretivism research philosophy to understand the concept
of Relationship Marketing.
Research approach: This is a plan and process which mainly consist of steps associated
with the broad set of assumptions into the detailed manner which is useful in analysing,
collecting and interpreting the key results. It span the tests which is significant in setting broad
assumptions into the detailed set of manner (Esser and Vliegenthart, 2017). This is bifurcated
into inductive and deductive approach. The deductive approach is considered to be relevant in
generalising the data from general to be specific. It is considered to be prominent in evaluating
propositions and also develop hypothesis associated with the existing theory. The deductive
approach is prominent in examining theory for verification. The deductive approach is
prominent in developing specific set of theory and also examine and evaluate the key
hypothesis. It is also useful in carrying an observational test and them the same is confirmed and
rejected. On the other hand, inductive approach foes not involve the formulation of hypothesis.
It also tends to mainly start with evaluating the specific research question and has been achieved
during the specific process. This approach is highly relevant in examining the key patterns,
regularities and the resemblance. This is useful in observing the specific order to read valid
conclusion. It is also useful in the generation of the key theories. It is considered to be relevant
in abstracting generalized set of theories and ideas to gain wider set of information. It is also
prominent in identifying the preliminary relationship and also progresses through the research.
Inductive approach is highly subjective and is process oriented. It is also useful in gaining
narrative set of description and constant comparison with other study has been carried out. The
investigator of the study has selected inductive approach to identify the association between
relationship marketing and consumer loyalty.
Research design:It is considered to be as an overall strategy where they choose to
integrate the varied components of study in a prominent, logical and rational manner. It is
considered to be useful in significantly addressing the key problems linked with the research.
The research design mainly constitutes of a blueprint which is relevant in collecting, measuring
and also analysing the specific set of data in a prescribed set of manner (Adler and et.al., 2017).
This is divided into descriptive research design and exploratory research design. Descriptive
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research design tends to mainly aim at systematically and accurately focus on describing the
situation or the phenomenon. This research design is considered to be useful in investigating on
the one and more set of variables. This method is considered to be prominent in providing
validation and also analyse the key trends and patterns associated with the subject matter. It is
relevant in describing the nature of the study and also focuses on why the specific phenomenon
has occurred. It is useful in ensuring that, the results gathered are reliable and valid. Exploratory
research design has been carried out for the specific problem of the research. It is prominent in
effectively exploring the specific data set because there is no past record or data related with the
specific subject matter. This is useful in finding the relevant set of facts and also tends to
provide better set of researched model. This method is used because explores on the relevant
facts because the specific topic has not been well researched earlier. For the current research,
the investigator of the study has selected descriptive research design to analyse the challenges
face by Honda Motors while implementing relationship marketing.
Data collection: It is one of the key relevant procedure which helps in the collection,
measurement and also analysing the accurate set of insights for the specific research. This way it
helps in the evaluation of the hypothesis in case of quantitative research and collection of the
primary data (Data Collection: Definition, Methods, Example and Design, 2020). This is
bifurcated into primary and secondary method to collect data. Primary data is considered to be as
first and new information which has been gathered for the very first time and earlier no research
has been carried out on the specific topic. Primary set of data is gathered through polls,
questionnaire, survey, experiment, observation, investigation, etc. However, the secondary
information is the data which has already been gathered and used for carrying out investigation
on the relevant topic. This is useful in further gaining more knowledge and exploring more on
the subject topic. This helps investigator to be more specific at the time of collection of data.
Primary data helps the researcher in collecting information for the specific purpose. It is
considered to be significant in the collection of data and attain explicit results. The secondary
data can be gathered with the help of books, journals, newspapers, articles, manuals, etc. this is
useful in collecting relevant set of data in order to reach specific objectives. Primary and
secondary method of data collection is usually objective and is useful in gaining relevant and
reliable set of information to bridge the knowledge gap associated with the study. The
investigator of the study has selected primary and secondary method to collect data which is
15

useful in examining the impact of relationship marketing on consumer loyalty in the context of
auto mobile sector.
Sampling: This is one of the key relevant procedure which has been considered to be
significant in carrying out statistical analysis. This methodology has been used significantly to
select the appropriate size of sample from the large population. This is divided into probabilistic
and non- probabilistic sampling method. A probabilistic sampling method is considered to be as
any method of the sampling which tends to utilize some sort of random selection of the
individual from the large population (Attia and Edge, 2017). There are various other types of
probabilistic sampling which includes systematic, random, cluster and stratified sampling.
Random probabilistic sampling is useful in ensuring that, that all the units of the population has
equal set of opportunities to the population. On the other hand, non- probabilistic sampling
techniques is where the odd member has been selected which relies upon the subjective
judgement. There are various other types of non- probabilistic sampling which includes quota,
snowball, purposive, and convenience sampling. For the current research of the study, the
investigator has selected random probabilistic sampling method where the sample of 30
employees of marketing department of Honda Motors has been selected.
Data analysis: This is one of the relevant process which is useful in applying logical as
well as the statistical techniques which is relevant in illustrating, describing and also evaluating
data. Data analysis is considered to be prominent for the researcher because it helps in analysing
the key relevant patterns throughout the data collection period. This is divided into thematic
analysis and Statistical package for the social science (SPSS). Thematic analysis is one of the
significant method to analyse the qualitative set of data. It is considered to be prominent in
identifying the common set of themes which mainly comprise of the topic, idea and patterns.
This type of the research study is considered to be prominent which is significant in the
interpretation of the key patterns and effectively examine the appropriate and key elements
linked with the study (Ngozwana, 2018). Thematic analysis is considered to be relevant because
it helps in effectively interpreting large data sets with the use of graphs, tables, charts. This way
it will be better to improve the results and gain wider degree of knowledge associated with the
subject matter. It is useful in interpreting each patterns of the theme and explore each elements
of the theme to gain credible results. On the contrary, statistical software package tends to
mainly reflect upon the original market. This is significant in gaining wider set of insight upon
16

the quantitative type of research. This type of research helps in interpreting, analysing and
transforming the large set of data. It is relevant in graphing and also managing the data on a
smooth basis. For the current research of the study, the investigator has selected thematic data
analysis method where impact of relationship marketing on consumer loyalty in the context of
auto mobile sector has been examined.
Ethical consideration: It is considered to be as one of the most crucial part of the
research. The research participants has not been subjected to any sort of harm in any way. The
research has been carried out with complete dignity. Informed consent from the participant has
been taken. Additional information must be provided where participants tends to become
distressful. It is the key responsibility of the researcher to reduce any sort of discomfort and
psychological distress. The research must be carried out with utmost degree of accuracy and
efficiency. Complete honesty and transparency must be maintained at the time of carrying
research. No misleading information must be there. It is free from biases and includes only that
data which is significant and ethical (Greener, 2018). Deception and exaggeration associated
with the key aim and objectives has been avoided within the research. Consent from the
participants has been taken. The respondents also have the right to exit from the research
anytime they want. The privacy of the respondents who has been participating in the research is
considered to be of utmost importance. The research is carried out by effectively complying with
general data protection regulation act in order to ensure that the study has been carried out in an
ethical and reliable manner. Complete anonymity of the participants has been maintained and
also adequate degree of confidentiality of the researcher has been ensured. The data collected is
highly valid and reliable which is useful in addressing the research questions. The researcher of
the study has only assessed relevant set of components. This is considered to be useful in
gaining relevant set of data in an ethical manner (Van Hoof and et.al., 2018). The researcher of
the study has also complied with the data protection act which is significant in declaring with
the adherence and improve the results and outcomes of the study.
Research limitation: The key limitation which has been faced by the researcher is
mainly associated with the time constraints. It has become difficult for the researcher in meeting
the deadlines. However, the researcher has not led this affect the study. The researcher has
developed Gantt chart and appropriate timeline which has helped them in completing the
research within the stipulated time frame. Another one of the major limitation associated with
17

the study is linked with the limited access to the data (Brittain and et.al., 2020). However, in
order to overcome this limitation, the researcher has structured the research in such a manner
that the data collected are reliable and improved the outcomes of the business. Lack of previous
research associated with the topic is considered to be as another major limitation linked with the
research study.
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
This section of the dissertation interpret the data collected in an effective manner that
helps to ascertain whether the aim and objectives are met or not. Themes and graphs are
presented in this section in a presentable manner. Primary findings are further supported through
literature review to reduce any knowledge gap.
Theme 1: Maximum participant’s states that Honda Motors uses relationship marketing.
PARTICULARS RESPONDENTS % OF RESPONDENTS
Yes 24 80.00%
No 6 20.00%
TOTAL 30 100.00%
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
80.00%
20.00%
% OF RESPONDENTS
18

Interpretation: The present study has been carried out through 30 employees of
marketing department of Honda Motors. Among which 80.00% stated that, relationship
marketing is one of the most prominent which is considered to be very significant facet which
helps in the customer relationship management. It mainly focuses on maintaining customer
loyalty and must also maintain long term customer engagement. Relationship marketing is
significant in the creation of strong and better set of customer connection associated with the
brand. It is significant in targeting information and also tailoring access and create lead
generation. As supported by the literature review, relationship marketing is a marketing activity
which is based on the concept of developing and building of the long term relationship with the
customers (Sheth, 2017). It contains relevant information about the customers pertaining to the
details about the customers, their buying patterns and other relevant useful details has been
managed within the database. Relationship marketing concept tends to acknowledges the value
of the customers along with the importance of having a good relation with prospective
customers. Other 20% participants did not agree with this theme and has not provided any
distinct viewpoints.
Theme 2: Maximum participants have been a customer of Honda Motors for over a period of
5 years.
PARTICULARS RESPONDENTS % OF RESPONDENTS
Less than one year 3 10.00%
One to under three
years
5 16.67%
Three to under five
years
7 23.33%
More than five years 15 50.00%
TOTAL 30 100.00%
19

10.00%
16.67%
23.33%
50.00%
Less than one year
One to under three years
Three to under five years
More than five years
Interpretation: The research survey has been conducted from 30 employees of
marketing department of Honda Motors. Out of which 50.00% established the fact that,
maximum participants have been a customer of Honda Motors for over a period of 5 years.
This means Honda Motors have been carrying out its business operations with utmost accuracy
and relevance. This means the customers of the company are highly satisfied and tends to show
loyalty towards the brand. The company has the key potential to retain their prospective set of
customers by providing them with the quality products. This is significant in effectively
increasing the customer base and eventually leads to higher operational growth and efficiency.
Theme 3: Quality is the major attribute considered by the respondents while purchasing any
product.
PARTICULARS RESPONDENTS % OF RESPONDENTS
Brand image 5 16.67%
Price 7 23.33%
Quality 14 46.67%
Promotion activities 4 13.33%
TOTAL 30 100.00%
20

16.67%
23.33%
46.67%
13.33%
Brand image
Price
Quality
Promotion activities
Interpretation: The present study has been carried out through 30 employees of
marketing department of Honda Motors. Among which 46.67% stated that, quality is considered
to be as the major attribute at the time of purchasing any product. It is core element because
people like to get the quality for what they pay. Customers expect that the money they have been
paying for the specific product is of utmost high quality and durable. IF the customer gets high
quality products then it will be significant in effectively meeting the expectations of the
customers. Other 23.33% respondents tends to state that, price also plays one of the crucial role
at the time of purchasing the product. Value for money is a core element which improves the
business functions. Other 16.67% participants state that, brand image of the company also plays
significant role at the time of purchasing product because the goodwill of the company ensures
goods are of utmost quality and ensures value for money. This way it is useful in improving the
business functions and attain better set of results. Remaining, 13.33% participants tends to state
the promotional activities is useful in attracting large number of customers from the target
market.
Theme 4: Relationship marketing helps in promoting to buy the product.
PARTICULARS RESPONDENTS % OF RESPONDENTS
Advertising 8 26.67%
Sales promotion 6 20.00%
21

Personal selling 4 13.33%
Relationship marketing 12 40.00%
TOTAL 30 100.00%
26.67%
20.00%
13.33%
40.00%
Advertising
Sales promotion
Personal selling
Relationship marketing
Interpretation: The research survey has been conducted from 30 employees of
marketing department of Honda Motors. Out of which 40.00% established the fact that,
relationship marketing is useful in effectively promoting to buy the certain set of product.
Relationship marketing mainly focuses on the customer to market for the specific brand. This
marketing tool is relevant because the customers tell other individuals about the product and
services of the specific brand. This way it is relevant in driving up the sales and improves the
business operations and productivity. Brands which tends to have exceptional set of relationship
marketing programs tends to spend little or no amount upon the marketing of the certain
products and services. This way it is useful in the creation of distinctive place in the mind of
customers. Other 26.67% participants tends to establish that, advertising is considered to be
useful in effectively promoting the goods and services of the Honda motors through
advertisement in television, newspaper, social media platforms, media, magazines, etc.
22

Moreover, 20% establish the fact that, sales promotion is another significant tool in effectively
promoting the products and services of the company. It is useful inn attracting customers by
offering them significant discounts and coupons.
Theme 5: Trust, effective communication, customer experience and conflict learning are key
variables which influence the customer loyalty.
PARTICULARS RESPONDENTS % OF RESPONDENTS
Trust 3 10.00%
Effective
communication
5 16.67%
Customer experience 4 13.33%
Conflict handling 5 16.67%
All of these 13 43.33%
TOTAL 30 100.00%
10.00%
16.67%
13.33%
16.67%
43.33%
Trust
Effective communication
Customer experience
Conflict handling
All of these
Interpretation: The present study has been carried out through 30 employees of
marketing department of Honda Motors. Among which 43.33% stated that, trust, effective
communication, customer experience and conflict learning are key variables which influence the
23

customer loyalty. Customer loyalty is one of the most significant measure which is useful in
evaluating the likeliness of the customers and is useful in doing repeat business with the
company. Effective communication with the customer is useful in understanding the needs and
want of the customers. This helps in providing them with the best possible services and meet
their requirements. Moreover, handling the conflicts of the customers is of utmost priority. The
roles and responsibilities to the employees of the customers has been passed effectively and is
useful in meeting the customer expectation needs. Trust of customers towards the brand and
providing the best customer experience is considered to relevant in improving the customer
satisfaction and customer loyalty. Best possible customer experience eventually leads to higher
customer satisfaction and is useful in the retention of the prospective customers.
Theme 6: Yes, relationship marketing affect customer loyalty.
PARTICULARS RESPONDENTS % OF RESPONDENTS
Yes 22 73.33%
No 8 26.67%
TOTAL 30 100.00%
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8 73.33%
26.67%
% OF RESPONDENTS
24

Interpretation: The research survey has been conducted from 30 employees of
marketing department of Honda Motors. Out of which 73.33% established the fact that, there is a
strong relationship between the customer loyalty as well as the relationship marketing. The study
is considered to be useful in effectively revealing that, there must be significant level of trust,
commitment, gratitude and communication. It is useful in predicting the loyalty of the
customers. Relationship marketing is useful in building of the customer loyalty because it helps
in meeting the needs and expectations of the customers in a better way. Relationship marketing
is useful in stirring positive set of emotions for the customers. This is useful in effectively
delivering exceptional customer experience throughout the customer life cycle. This is highly
significant in having meaningful and timely interaction with the customers. It is useful in
repeating the business and improve the overall value and experience of the customers. Other
26.67% participants did not agree with this theme and has not provided any distinct viewpoints.
Theme 7: There is a positive impact of relationship marketing upon customer loyalty.
PARTICULARS RESPONDENTS % OF RESPONDENTS
Positive 16 53.33%
Negative 5 16.67%
Don’t know 9 30.00%
TOTAL 30 100.00%
25

Positive Negative Don’t know
0
0.1
0.2
0.3
0.4
0.5
0.6 53.33%
16.67%
30.00%
% OF RESPONDENTS
Interpretation: The present study has been carried out through 30 employees of
marketing department of Honda Motors. Among which 53.33% stated that, there seems to be a
positive impact of relationship marketing upon customer loyalty. It is significant in improving
the sales and is also relevant in improving the customer service functions associated with the
business. Customer loyalty is considered to be as an effective measure which is useful in
creating positive customer experience and also tends to improve the overall value of the specific
goods and services. There seems to be strong correlation and also significant degree of
relationship between the relationship marketing upon customer loyalty. Relationship marketing
is considered to be prominent in effectively building meaningful set of customer relationship. It
is useful in building up of the emotional set of connection related with the brand. This way it is
relevant in cultivating greater engagement and also create greater set of customer lifetime value.
Other, 16.67% respondent tends to demonstrate that, there is a negative relationship marketing
upon customer loyalty. Remaining, 30% participants didn't express any clear set of knowledge
associated with this theme.
Theme 8: Yes, Honda Motors faces challenges while using relationship marketing.
PARTICULARS RESPONDENTS % OF RESPONDENTS
Yes 19 63.33%
No 11 36.67%
26

TOTAL 30 100.00%
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7 63.33%
36.67%
% OF RESPONDENTS
Interpretation: The research survey has been conducted from 30 employees of
marketing department of Honda Motors. Out of which 63.33% established the fact that,
ineffective technology integration is considered to be as one of the key major challenge
associated with the relationship marketing. This also leads to high degree of cost for the
company which in turn affects the business operations. As supported by the literature review,
people challenge within the organization might face the problem pertaining to the lack of
sponsorship by the top or the senior management (Gummesson, 2017). Maintaining the privacy
and security of the customer's information is also considered to be as one of the key challenge
which has been faced by the company. Remaining, 36.67% states that, Honda Motors does not
face any challenge while using relationship marketing.
Theme 9: Lack of technology integration, is the major challenge faced by the company while
implementing relationship marketing.
PARTICULARS RESPONDENTS % OF RESPONDENTS
Lack of
communication
4 13.33%
27

Lack of technology
integration
13 43.33%
High cost 5 16.67%
All of these 8 26.67%
TOTAL 30 100.00%
13.33%
43.33% 16.67%
26.67%
Lack of communication
Lack of technology integration
High cost
All of these
Interpretation: The present study has been carried out through 30 employees of
marketing department of Honda Motors. Among which 43.33% stated that, lack of technology is
one of the biggest challenge which has been faced by the company while implementing
relationship marketing. It required high degree of expertise to improve the business knowledge.
The company will also incur high degree of cost while implementing technology which in turn
leads to effect the profitability of the company. Other 16.67% respondents tends to establish
their viewpoints that, high degree of cost to the company is one of the major challenge faced by
the company while implementing relationship marketing. As supported by the literature review,
it is highly crucial in determining and understanding the cost that is required to be incurred
(Payne and Frow, 2017). For implementing this, requires the changes in the management, which
makes it important for the top management to communicate the change to the employees of the
organization.
28

Theme 10: Evaluating best ways through which the company improve the marketing style
within market.
Interpretation: The research survey has been conducted from 30 employees of
marketing department of Honda Motors. Maximum respondents established the fact that, use of
social media platforms such as Instagram, Facebook, YouTube, etc. is considered to be as one of
the prominent way which improves the marketing style of the products and services within the
market. Advertising and continuously carrying search engine optimization improves the business
operational performance and efficiency.
CHAPTER 5: DISCUSSION
Based upon the survey and the literature review it can be inferred that the relationship
marketing is having lot of potential in benefiting the business through the creation of
relationship with the customers resulting into enhancement and improvement of the business,
brand value and the customer loyalty. The outcome of the relationship marketing can be seen in
the long run. For ensuring that everything happens smoothly in respect to the implementation of
the relationship marketing. Along with that, as stated by Bai and Qin (2016) it is important for
the businesses to carry out the market research involving analysing the competitive edge of the
company in the market and the factors which might have an influence over the business over
which the company is having no control but can reduce the negative impact of it by planning
strategies according to it. Author further added that, competitive rivalry, threat of new entrants
and the substitute products is the major threat that will hamper the performance of the Honda
Motors. Along with that, political, economic and the social factors can also pose challenge for
the company which might result into failure.
As per the survey conducted, most of the respondents are the customers of Honda Motors
for over 5 years is of the view that the company makes use of relationship marketing for which
80% of the response is in YES. This indicates that the company is concentrating on gaining
customer loyalty. Ngoma and Ntale (2019) states that main attribute which is being considered
by the customers for making any purchase of the Honda Motors product is its quality. According
to the survey, 46.67% respondents are of the opinion that the quality is the main attribute to
draws that towards the company while making any purchase. Customers are getting value for
money. Along with that, 40% of the participants have stated that relationship marketing is an
29

effective way of promoting the products, this is an important tool, as through this, customers
share their experiences with other in the form of word of mouth marketing.
As stated by Aka, Kehinde and Ogunnaike (2016) the major factors or the variables
which are having impact over the customer loyalty is the trust, managing conflict and the
customer experience and many of the participants are of the view that all these variables are
crucial for having a positive impact on the customers. Survey depicts that relationship marketing
is having a positive influence which ranged to 53.33% which is very important in determining
and planning out the new strategies pertaining to it. Apart from this, there are certain challenges
which are being faced by Honda Motors which mainly includes ineffective technology
integration and managing people. As implementing this requires change in the management
system. The best and appropriate way for through which the company can the company can
improve its marketing style is by making use of various social networking sites as it helps in
drawing attention of the larger group of audience and in gaining their insight as well.
CHAPTER 6: CONCLUSION AND RECOMMENDATION
Based on the above, it can be concluded that relationship marketing (RM) is the most
prominent and highly preferred method for the purpose of advertising and promoting the
products. Nowadays, organizations have understood the importance of customers which has
resulted into increasing focus on the customers and maintaining a good relationship with them.
This will result into incurring a lot of benefits for the organization. It is not a difficult process
but requires lot of patience and commitment and effective communication among the personnel's
involved. RM is having immense benefits but it looks at the long run advantages instead of short
term and thus, not preferred for short term goals.
For the purpose of effectively and efficiently implementing relationship marketing, it is
very crucial for the management for analysing the prevailing market conditions and expected
changes that might come across. For this Porter's 5 forces model can be sued which will state the
current competitive position of the organizations along with the Pestel analysis which provide
information about the factors such as political, social, environmental and so forth. Through this,
company will get an idea about the changing market conditions and based upon which it can
formulate its strategies. For attaining success, it is important for the company to prioritize
customers on every aspect. This is important as it will result into creating making things easy
and in the right way as from starting planning, formulation of strategy, mode of promotion will
30

be based upon the customers. This is highlight that the company cares about its customers meeds
and wants.
The organization is also required to understand that people who are providing services to
the customers are friendly, helpful and soft spoken. Along with that a personal approach to the
customers is also essential as it will provide benefits to the organization in long run in respect to
the high customer retention, rise in the customer base and all this results into increasing the
customer loyalty towards the brand and the organization. The company can also promote
customer and organization engagement with the help of content writing. Even the traditional
means of marketing can be worth, striking the emotional chords but the content marketing offers
a different type of value to the customers as well as the organization. This form of marketing
helps in generating greater leads. In terms of relationship marketing,, the much of the focus of
the company should be still on the audience, which might result into making them have more
products and the services of the organization. Supplying the customers with the new and value
added content on a daily basis then it will result into generating the customer's interest and
loyalty towards the brand. In other situations like making use of the email mode of marketing,
the company can again focus on the customers. This method provides an opportunity to the
organization for reaching out to the customers on a daily basis and the content should be
structured in such a way that it should not distract the customers and lure them to have a look at
it. The company should highlight the core events which the customers would be interested in
knowing on the social media platforms which will result into drawing much more attention of
the viewers through they can share their thoughts, opinion or can also provide feedback on the
products or services of the company.
Through this way, Honda Motors can get to know about the changing needs and
expectations of the consumers so that they can implement it in their new project leading to
satisfying the customers and increasing the customer loyalty towards the brand. The company
can also conduct the survey for knowing the audience. This should be conducted on a yearly
basis which will depict how effective the organization has been able to create a relationship with
its customers. Under the views of the customers will be gathered so that it can be used for data
analysis through which the information can collected about the customers. The questions
designed in the questionnaire should be such that it will help in reaching out to the core
objective of the company. Therefore, it can be concluded that relationship marketing creates a
31

lot of opportunity for the businesses but the most and the only important aspect is that it requires
a lot of patience, hard work, experience and creative marketing team who can handle it
effectively along with the customer service team. The integration between both the teams is very
essential otherwise, the organization will not be attain the desired goals and objectives. Thus, by
making use of relationship marketing will assist in grabbing customers along with the customer
loyalty which will result into retention of the existing customers base.
32

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14). pp.948-973.
Online
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Data Collection: Definition, Methods, Example and Design. 2020. [ONLINE]. Available
through< https://www.questionpro.com/blog/data-collection/>
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APPENDIX
Questionnaire
1. Do you think company uses relationship marketing?
 Yes
 No
2. How long you have been a customer of Honda Motors?
 Less than one year
 One to under three years
 Three to under five years
 More than five years
3. Which of the following attribute you consider while purchasing any product?
 Brand image
 Price
 Quality
 Promotion activities
4. Which promotion makes you buy the products?
 Advertising
 Sales promotion
 Personal selling
 Relationship marketing
5. Which of the following variable affect customer loyalty?
 Trust
 Effective communication
 Customer experience
 Conflict handling
 All of these
6. Do you think relationship marketing affect customer loyalty?
 Yes
 No
7. What is the impact of relationship marketing upon customer loyalty?
 Positive
 Negative
 Don’t know
8. Do you think company face any challenges while using relationship marketing (RM)?
 Yes
 No
9. which of the following challenges did company face while implement RM?
 Lack of communication
 Lack of technology integration
 High cost
 All of these
10. Suggest the best ways through which the company improve the marketing style within
market.
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