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@article{172077,
        author = {Rakesh Kumar Giri},
        title = {RELATIONSHIP MARKETING – CONSUMER INFLUENCE ON SERVICE ORGANIZATIONS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {3},
        number = {1},
        pages = {415-429},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=172077},
        abstract = {The effectiveness of relationship marketing in selling services depends largely on the customer's commitment to deepening and expanding the relationship with the financial and travel services organization. In this study, we seek to extend current thinking by proposing a model that explores the relative importance of customer education, engagement, and problem management in improving customer loyalty. To examine the relationship between these variables, we use data collected from 1,268 customers of a global financial company. Overall, the results support the hypothesized model and show that customer education is the strongest determinant of customer loyalty. Current results provide implications for multi-product financial institutions that are of both theoretical and practical interest.},
        keywords = {Customer Education, Customer Participation, Problem Management, Customer Loyalty, Relationship Marketing, Services Marketing},
        month = {January},
        }