Mr Khuram Shafi was awarded Institute and Campus Gold medal in Master of Business Administration in 2005 from CIIT, Pakistan. He has qualified M.phill degree in Management sciences in 2009 from IIUI, Pakistan. He has joined COMSATS Institute of Information Tec (CIIT), Pakistan in 2005 as a Lecturer. In 2009 he was promoted as an Assistant Professor with his outstanding performance both in academia as well as in Research. He has published his research work in well reputed International journals. He win many prizes during his work experiences as well as during studies e.g business plan...

This book pay attention on relationship marketing because it has recognized the importance of building long-term relationships in increasing firms' profitability and guaranteeing their future viability. Owing to the damaging effects, that customer switching behavior could have on the development of successful relationships, understanding customers' switching decisions can represent a key step in the process of establishing, developing and maintaining successful relational exchanges. Aim of this book is to introduce the heterogeneity of customers in their relationship characteristics (depth,...