Integrated Model of Relationship Marketing:

This study aims to explore and expand the theoretical foundations of relationship marketing on the basis of several prior research related to relationshipmarketing disciplines. Further, it attempts to integrate and combine systematically various emotional and cognitive components. The integrative study provide a more general outlook on relationship marketing. Overall, this study contributes to develop a theoretical framework that integrates gratitude, reciprocity and empathy into one set of emotional mechanism. On the other hand, it also includes trust, commitment and relationship satisfaction in the cognitive mechanism. Both these categories of emotion and cognitive process are considered as the mediating rolewhich highlights the influence of relationshipmarketing on customer-focused output i.e. customer retention and customer loyalty.