Relationship Marketing Strategies and Customer Loyalty of Selected Large Beauty Salons in Nairobi County Kenya
Abstract
Relationship Marketing is an emerging trend that has seen businesses move from just doing business by looking for sales to make profits but have now shifted to a more long lasting strategy of building relationships
Several relationship marketing strategies will affect customer‟s loyalty differently. This study therefore sought to understand the different relationship marketing strategies and how they influence customer loyalty. Two theories have been discussed namely the Relationship marketing theory and the Commitment trust theory.
The study was carried out through a descriptive research design mainly because of the time constraint as data collected was examined within a short period. The data was interpreted by spss through regression analysis.
The study concludes that relationship marketing through proper communication, offering quality services and having trustworthy employees is key in achieving customer loyalty price notwithstanding.
Publisher
University of Nairobi
Description
A Research Project Proposal Submitted In Partial Fulfillment Of The Requirements For Award Of The Degree Of Master Of Science In Marketing, School Of Business, University Of Nairobi Of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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