| Summary: | Relationship marketing today is one the most talked about contemporary marketing strategies and a new paradigm in marketing over a last few decades. However, the operational aspects of this paradigm are still vague and need more investigation.
The purpose of this research is to understand the effect of relationship marketing in business-to-business sector emphasizing on Indian gems and jewellery Industry and how different factors add to the creation and development of relationships.
The literature review discusses the emergence of relationship marketing, reasons for the shift from transactional to relationship marketing, types of relationship marketing, and factors leading to the development of relationships. For the purpose of this research qualitative research methodology has been chosen. The researcher has used 9 in-depth interviews to collect data in order to understand and satisfy the aims and objectives of this research. The results from the interviews have been analyzed and discussed by dividing them into various themes based on the literature review. Lastly, the concluding thoughts of this study discuss the limitations and recommendations.
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