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.