İlişkisel Pazarlamanın Müşteri Sadakatine Etkisi: Hazır Giyim Sektörü Örneği

In this study, the benefits of relationship marketing on customer loyalty which is more customer-oriented than traditional marketing approach, is discussed. Companies producing products/services may need efficient approaches to sustain profitability. The marketing practices and techniques that they will reveal here can also have a big impact. Customer retention is one of the essential items as repetition, which is important for continuity in profitability. In this context, relationship marketing approaches provide many benefits to companies such as a long-term perspective and customer retention. Continuous communication with the customer through a relationship marketing approach has had a positive effect on businesses. In relationship marketing, quality has become a concern not only for certain employees but also for all employees. Given the costs of holding existing customers for businesses, the costs to acquire new customers are relatively higher. All of these showed that how important the relational marketing concept is for businesses. In this study, it has been revealed that ready-made clothing companies that apply relationship marketing components can achieve positive results in ensuring customer loyalty