THE IMPACT OF RELATIONSHIP MARKETING AS A STRATEGY FOR COMPANY SURVIVAL IN A COMPETITIVE BUSINESS ENVIRONMENT

The marketplace today is very dynamic, vibrant and competitive, customers are smarter, more informed, and have an access to many channels and choices which they take little time to exercise. Customer can easily defect to competitors who promise better offerings at lower prices. Therefore, this study examined the impact of relationship marketing as a strategy for company survival in a competitive business environment with reference to Pop-Cola Limited, Kano. The study employed only primary source of data collection with 215 staff of Pop-Cola Limited, Kano selected from total population as sample size for the study, while statistical package for social science (spss, version 22) were used as method of data analysis. The findings of the study revealed that, by prioritizing long-term relationships over short-term gains, businesses can cultivate loyal customer bases that drive sustained growth and innovation. As competition intensifies, those organizations that master the art of relationship marketing will not only survive but thrive, positioning themselves as leaders in their respective industries. The study recommended among others, that, there is need to implement regular surveys and feedback channels to gather insights from customers about their experiences and preferences. This data can guide product development and service improvements.Customer can easily defect to competitors who promise better offerings at lower prices. Therefore, this study examined the impact of relationship marketing as a strategy for company survival in a competitive business environment with reference to Pop-Cola Limited, Kano. The study employed only primary source of data collection with 215 staff of Pop-Cola Limited, Kano selected from total population as sample size for the study, while statistical package for social science (spss, version 22) were used as method of data analysis. The findings of the study revealed that, by prioritizing long-term relationships over short-term gains, businesses can cultivate loyal customer bases that drive sustained growth and innovation. As competition intensifies, those organizations that master the art of relationship marketing will not only survive but thrive, positioning themselves as leaders in their respective industries. The study recommended among others, that, there is need to implement regular surveys and feedback channels to gather insights from customers about their experiences and preferences. This data can guide product development and service improvements.