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Hence, form the above study on the literature review of relationship marketing stated that relationship marketing is the main important marketing technique for the organizations to maintain the balance between the customer and mangers or sellers. Every organization wants to get the profits and good name in the world market so they are implementing relationship marketing and their application into their organizations. Relationship marketing has six marketing frameworks which are useful to increase the relationship between the organizations and maintain the relationship between the employee and customers within organizations. Relationship marketing strategies are implemented in the organizations based on the communication level between the organization and customers. By implementing the marketing strategies in the organizations, organizations get profits and they can maintain strong relationships with customers. Thus, the demands for analysis and measurements of effectiveness of relationship marketing will be increased in the future. The main goal of the relationship marketing in the future is to provide the increased profits, benefits and performance to all the stakeholders in the organizations.

Chapter 3: Research Methodology

3.1. Overview

Relationship marketing acts as a key role in the present market structure as it mainly maintain the relationship among the clients and business people. The process of the Relationship marketing is mainly focused on the methodologies in representing attractive market techniques, proper maintaining of goods and enhancing key relationships with each and every individual customer indicating trust in marking the products (Francis Buttle, 1996). Since it is consider to be a key point in the Relationship market. UK lead companies have deiced to do Qualitative and quantitative research on their products. UK retail marketing system is very highly difficult and competitive. As marketing requires change these researches study methodologies in current marketing used by retail companies in UK.

3.2. Research approaches

Research approach is capable of making the components work harmoniously in completing the research work successfully. These approaches mainly state the goals in a specific order for performing the task (Joseph Alex Maxwell, 2005).

Research approaches are classified in to two types:

1. Qualitative Research Approach

2. Quantitative Research Approach

3.2.1. Qualitative Research

Qualitative research has developed in 1980's. It is a field of inquiry that explains discipline and subject matters. It is called as ethnographic research. It involves collection of narrative data in a natural setting in order to gain insights into phenomenon of interest. This research studies many variables over an extensive period of time to find out the way things are, how and why they came to be that way and what it all means(Michael Huberman Matthew and Miles, 2002).

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