Every organization strives for long term success. There are various factors that contribute to the success of organization. Organizations with huge profits can’t be considered as strong organizations as profit making is only one function of organizations. Keeping abreast with all the stakeholders is requirement for every organization to be an effective and successful organization. Out of all the stakeholders customers are considered to be the king now a day. In the early nineties, relationship marketing has been seen as a very important factor. It became an integral part of the industry and most importantly in the service sector. Companies use many strategies to retain their customers. Many of the strategies fail or are ineffective on the customers. As a result, target customer shows a behavior called switching. This study is aimed at investigating the relationship of this marketing strategy on trust and satisfaction of customer, which ultimately increases customer loyalty in telecom sector of cuddalore district Tamilnadu. An analytical model is developed to test the relationship between these strategy and customer loyalty.
