This explanative  study aims to examine how relationship-marketing strategies can enhance companies’ effectiveness and the quality factors that encourage long-term relationship in the FMCG retail market. The purpose of the study is to examine and develop a better understanding of the relationship between quality, customer relationship management, customer loyalty and satisfaction. The 5Qs model will be applied in order to see if there are any critical quality factors that encourage long-term relationship.

A quantitative research based on 200 respondents is used to identify differences between various 5Qs variables and to explain different relationship between them. This study shows that satisfaction does not automatically lead to loyalty and RM does not create loyalty, which also indicates that RM is not effective within the FMCG market. The price is a ruling factor that makes the customer chase discounts, no matter who provides it.

The study recommend FMCG retailers to implement more effective RM strategies in order to assure the possibility to reap the benefits from satisfied and loyal customers. Therefore, the study raise the question if price is the new customer loyalty program within the FMCG market?