<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Relationship marketing is the process of establishing, maintaining, and improving solid relationships with a company’s customers and other stakeholders. Relationship marketing can significantly impact customer satisfaction, trust, commitment, and communication, which are critical in customer retention and increasing the probability of using a company’s products or services in the future. With globalization and technological advancements, competition and consumer demands have become more complicated, prompting firms to employ strategies that strengthen customer loyalty and trust for long-term relationships. This paper aims to identify research trends in the field through a systematic bibliometric literature review of research on relationship marketing and customer retention. The review includes 61 articles published in the Scopus® database, presenting up-to-date knowledge on the topic. The bibliographic search included peer-reviewed articles published up to 2022. The findings indicate that relationship marketing provides a win-win solution: customers benefit from special and unique treatment under relationship marketing, and companies benefit from stronger customer relationships that eventually translate to higher profitability and performance in target markets’ marketing initiatives. Relationship marketing produces multiple opportunities and benefits that facilitate the creation, maintenance, and improvement of customer retention programs.</p>
</abstract>

Relationship marketing is the process of establishing, maintaining, and improving solid relationships with a company’s customers and other stakeholders. Relationship marketing can significantly impact customer satisfaction, trust, commitment, and communication, which are critical in customer retention and increasing the probability of using a company’s products or services in the future. With globalization and technological advancements, competition and consumer demands have become more complicated, prompting firms to employ strategies that strengthen customer loyalty and trust for long-term relationships. This paper aims to identify research trends in the field through a systematic bibliometric literature review of research on relationship marketing and customer retention. The review includes 61 articles published in the Scopus® database, presenting up-to-date knowledge on the topic. The bibliographic search included peer-reviewed articles published up to 2022. The findings indicate that relationship marketing provides a win-win solution: customers benefit from special and unique treatment under relationship marketing, and companies benefit from stronger customer relationships that eventually translate to higher profitability and performance in target markets’ marketing initiatives. Relationship marketing produces multiple opportunities and benefits that facilitate the creation, maintenance, and improvement of customer retention programs.

Relationship Marketing and Customer Retention - A Systematic Literature Review

Universidade Europeia, IADE, Faculdade de Design

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Relationship Marketing and Customer Retention - A Systematic Literature Review"}

Relationship marketing is the process of establishing, maintaining, and improving solid relationships with a company’s customers and other stakeholders....

Relationship Marketing and Customer Retention - A Systematic Literature Review

Published Online: Jan 11, 2024

Page range: 44 - 66

DOI: https://doi.org/10.2478/sbe-2023-0044

Keywords
trust, commitment, satisfaction, communication, VOSviewer

© 2023 Rosário Albérico et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Relationship Marketing and Customer Retention - A Systematic Literature Review

Published Online: Jan 11, 2024

Page range: 44 - 66

DOI: https://doi.org/10.2478/sbe-2023-0044

Keywordstrust, commitment, satisfaction, communication, VOSviewer

© 2023 Rosário Albérico et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
trust, commitment, satisfaction, communication, VOSviewer