The owner of every business is the customer, because without the customer no business can survive, this underscore the important of the customer in any organisation.

Relationship marketing is projected to understand the customer and provide the customer with anything they want. building strong relationship with a customer is a good thing for the growth of the organisation which will turn into profitability.

Every organisation need to build a strong customer bonds for effective mutual benefits, good firms will not do things for their customers to leave them because it cost more to gain one new customer than to loss them. Companies need to do more to improve customer retention, which comes by total commitment to the customer.