Journal Press India^®

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Relationship marketing is an important factor, which helps in cultivating better relationships with the clients, and it also aids in fostering customer attention towards business's products and services (Choudhury and Harrigan, 2014). The present research is conducted in Bangladesh in order to identify the importance and benefits associated with customer relationship management and its contribution in maintaining customer retention and loyalty. Purposive sampling was used to collect the data through personal interview methods. Out of 20 dealers in Bangladesh, 19 companies responded for the study. The study found that there is a significant importance of relationship marketing in B2B industry. Literature review found that studies on importance of customer building do not speak on the perspectives of company heads and department heads. The study also found that customer loyalty and retention are interdependent on each other. The study is important for B2B industry. It emphasizes on establishing the relationship and importance of customer relationship management.

Keywords

Relationship marketing; Customer relationship; B2B industry; Customer loyalty, Customer retention

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