Integrated Model of Relationship Marketing: Focusing on the Role of Emotional and Cognitive Process

This study aims to explore and expand the theoretical foundations of relationship marketing on the basis of several prior research related to relationship marketing disciplines. Further, it attempts to integrate and combine systematically various emotional and cognitive components. 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. Hence, relationship marketing is more concerned about customer satisfaction and retention with increased loyal customers rather than on aggressive marketing of a product to increase sales. In this study, we try to combine all the possible variables and postulate different proposals indicating the detail aspects where relationship marketing investments or strategies influence the company's performance which creates a long-term mutual relation exchange with customer. Both these categories of emotion and cognitive process are considered as the mediating role which highlights the influence of relationship marketing on customer-focused output i.e., customer retention and customer loyalty.