ABSTRACT
The basic proposition of relationship marketing is that selling organizations should take a longer-term view of customer relationships to ensure that those customers converted are also retained. The implication is that for too long marketing has focused only on attracting new customers. While it is obviously financially crucial to attract new customers, there is a logic in also devoting marketing expertise to retaining customers. Customer service and a commitment to provide effective and reassuring on-going support to current customers are pivotal to the relationship marketing concept.
