Relationship marketing strategy and its relationship to achieving effective marketing performance

Abstract

Relationship marketing is a modern approach and a new rising point for marketing activities adopted by many contemporary business organizations. This is due to its focus on building and establishing continuous and long-term relationships between the organization and its customers. By attracting them to its products and services; As well as keeping them as assets or knowledge assets. The study seeks to test correlations between the main variables. The questionnaire form was used as a main source in completing the practical aspect and in surveying the opinions of the research sample. A set of indicators and statistical tests were adopted to develop a scientific approach that enables business organizations to adopt a relationship marketing strategy. The study reached a set of conclusions that were relied upon to provide recommendations consistent with them.