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 aims of the parties involved are met. 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 marketing in relational terms 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 essential of relationship marketing is expected to grow as resellers have gained increased power and as communication and information technologies have put individual consumer on more direct contact (service management Bart Van Looy)