Through the case study of Kiwi Insurance to clarify the importance of relationship marketing for an organisation.

Introduction In recent years, an increasing number of firms have recognized the importance of establishing and maintaining relationship with their customers. Many of them have begun to change their emphasis from transactions toward long-term and mutually beneficial exchange relationships. People prefer to call it "relationship marketing" which is "based on talking with consumers, listening to them, learning their wants and catering to them." (Bellas. 1994) Customer relationship is one of the essential factors in the whole …

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