Relationship marketing has three dimensions as follows:
1. The view of companies about customers is changing. The emphasis is shifting from transaction-based marketing to relationship-based marketing.
2. A broader view is emerging of the markets with which a company interacts. In addition to their relationship with customers, companies are increasingly concerned about their enduring relationships with suppliers, middlemen, stakeholders, and other influence groups. The focus is also on internal marketing where all employees are trained and motivated to work for customers' satisfaction.
3. A strategy to bring the three key elements- quality, customer service, and marketing activities - to work together in order to produce synergistic effects for the benefit of customers and external agencies.
