RELATIONSHIP MARKETING IN THE DIGITAL ERA

Abstract

This study examines the transformation of relationship marketing within the context of the digital age, emphasising the impact of emerging technologies and online platforms on how firms create and sustain connections with their customers. It explores major trends such as the evolution from one-way to interactive communication, the utilisation of data analytics and automation, and the increasing prevalence of customer self-service mechanisms. Additionally, the paper highlights the ethical and operational challenges associated with digital relationship marketing, including data privacy, security concerns, exclusivity, dependency, and potential manipulation. The findings suggest that while relationship marketing in the digital era offers opportunities for deeper customer engagement and loyalty, businesses must adopt responsible and transparent practices to mitigate risks and preserve trust.