So much has been said & written about Relationship Marketing in last few years, it was natural that it caught attention of the academicians, researchers and practitioners. The academicians and marketers all over the world are talking about "paradigm shift" in marketing. Hence, it was an obvious topic for investigation in the field of marketing research. The important aspect of this book is service industries in India. The service sector dominates the Indian economy today, contributing more than half of the national income. It is interesting to investigate the concept of relationship marketing...