The effect of relationship marketing and organizational performance: a case study of Brarudi Company Burundi

Abstract

The purpose of the study was to investigate the effect of relationship marketing and organizational performance a case study of Brarndi company Burundi. The study was guided by the following objectives, To examine the nature and the concept relationship marketing, to identify the importance of relationship marketing in the performance of an organization, to examine the effect of relationship marketing on organizational performance. The study employed descriptive research design in its methodology and the study findings included that According to the study findings, the key informants revealed that the Selling concept: this argued that customers, if left alone would ordinary patronize insurance services. As such, insurance must undertake aggressive selling and promotion efforts. Characteristically insurance which apply this approach, concentrate on selling what they can offer, rather than offer what they can sell. Further findings reveal that companies can increase revenue by if they retain their customers; Regardless of how effective customer retention efforts are, some relationships will inevitably break down. For various reasons, certain customers will suspend their relationship with the company and the business. It was urged that Organizations today have no option but to change and evolve. The change has to do with every aspect of business and not limited to any one aspect of its business.