Discover factors that led to success of relationship marketing, which is the key for firms to survive in the increasingly competitive environment

... Abstract The purpose of this essay is to discover factors that led to success of relationship marketing, which is the key for firms to survive in the increasingly competitive environment. It is important for marketers to grasp its principles and to evaluate how to establish a long-term relationship with the customers. Key words Relationship, Relationship marketing, Long-term relation ship, Satisfaction, Credibility, Loyalty, Technology. Introduction As the global economy develops at an unbelievable fast speed nowadays, the products become more and more abundant and the initiative of marketing has turned to the buying side. As a result, the more intense the competition is, the more pluralistic the competing methods are; while the uniform trend is that, it is more and more essential to establish a satisfied long-term relationship between companies and customers. At the same time, due to the great development of information technology, distance among people has been reduced and the connection has been enhanced.

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