This document discusses strategies for building lasting customer relationships through relationship marketing and customer satisfaction. It defines customer value as the balance between total customer value and total customer cost. Customer satisfaction results when a company meets or exceeds a customer's expectations, and highly satisfied customers are less price sensitive, remain customers longer, and promote the company through positive word of mouth. The key to customer retention is superior customer value and satisfaction. Relationship marketing aims to create, maintain, and enhance strong, long-term relationships through financial and social benefits. Total quality marketing and a customer-oriented approach are necessary but not always sufficient for customer retention and satisfaction.