Relationship marketing is based on managing customer relationship; as well as relationship with other parties. According to Grönroos (1997), defines relationship marketing as accomplished by mutual exchange and fulfilment of promises. The relationship marketing can helps the company to establish, maintain and enhance relationships with customers and other partner, at a gain so that the goals of the parties involved are met. Rapp and Collins (1990) also support that its aims are to build and retain lasting relationships between the company and its consumers that are beneficial for both sides. This is complete by a mutual cooperation and fulfilment of promises (Ndubisi 2007). Looy et al. (2003) point out that the essential of relationship marketing is expected to increase as marketers have gained raised power and as information technologies and communication have put individual customer on more direct contact. Grönroos (2001) presents the relationship of marketing that when a relationship has developed is to calculate how many times a given consumer has made buys from the same company. If there have been a number of regular buys, or agreement has been effective for a certain extent of time, one might say that a relationship with this consumer can be a sign of the progress of a relationship between company and this consumer (Grönroos 2001).
The marketing research has theorised key elements that build relationship marketing, such as satisfaction, trust, and commitment (Ndubisi 2007; Little and Marandi 2003; Morgan and Hunt 1994). These have been connect with this analyse to customer loyalty. Ndubisi (2004) maintains that firms should make worthwhile and sacrifices ventures in creating relationships with loyal, or at least potentially loyal, customers. It is argued here that the three identified supports of relationship marketing are directly connect with and are able to predicting customer loyalty (Ndubisi 2007).