Mkieti, Ismail Rashid2019-11-212020-01-082019-11-212020-01-082009Mkieti, I. R (2009) The influence of relationship marketing in the customer retention: a case of Said Salim Bakhresa & Co Ltd, Master dissertation, University of Dar es Salaam.http://localhost:8080/xmlui/handle/123456789/5535Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class Mark (THS EAF HF5415.55.M44)The purpose of this research was to investigate the extent to which relationship marketing influences customer retention in the Tanzania wheat milling industry. It assessed how the antecedents of relationship marketing notably customer’s focus, satisfaction, trust and commitment influences customer retention either directly or indirectly. The research methodology consisted of questionnaire survey to customers in Tanzania. The Chi-squire method and multiple regression models were used in the analysis of data. The former was used to judge the variation of observed variables in explaining the latent variable while the latter giving the conclusion for the stated hypotheses. Statistical Package for Social Science was used to test the reliability and validity of data. The results suggest that these four variables have a positive influence in customer retention. The role of other researchers and other business firms is to further investigate on other market constituencies including Internal Markets, Referral Markets, Influence markets Employee markets and Supplier markets. The research aimed at contributing to theoretical knowledge and at the same time guide cereals processing companies with the strategies, tactics and programs to use in order to retain their customer markets.enCustomer relationsRelationship marketingCustomer retentionSaid Salim BakhresaThesis