Influence of Relationship and Behavioral aspects on Customer Retention and Loyalty in B2B Flexible Packaging Industry in Bangladesh

Abstract

Since the organisations came into being,the B2B commerce had started.. The studies of B2B newlinemarketing had started since 1890, though it was in the level of individualised and experimental basis. newlineThe significant scientific contribution of B2B marketing theory have been made since last 30-35 newlineyears.Since then B2B relationship marketing has undergone a vast change and gained significant newlinefocus from researchers.It has become an important branch of general marketing theory.B2B marketing newlinehas undergone change from merely economic transaction to a behaviouraltheories.Behavioural newlinescience has contributed a lot to B2B marketing theory to understand Inter-organisational buying newlinesituations.The market environment has become very competitive dynamic and complex the customers newlineare well informed and have many choices .The customers have become more demanding due to the newlineincrease and fierced competitions.Marketershave found difficulties to enjoy sustainable advantage in newlinecompetitions by adding value features through superior technology,as this tangible value features can newlinebe copied by competitors Hence relationship based marketing has become absolutely necessary as it is newlineintangible and stronger and provide long term and sustainable competitive advantage. newline