“…Based on such a relationship nurturing promotional campaign with the existing customer, Arsenal not only retains them, but also attracts new customers, where customer knowledge or orientation on benefit is favourably linked to relationship quality (Rajaobelina and Bergeron, 2009;Shams, 2011c). Simultaneously, RM helps to authenticate the advantages of carrying out businesses with a company through customer or other stakeholder's perceived experience (Shams, 2013b;Kurtz, 2009;Milman, 2013). Moreover, RM entrusts all staff members, as well as external stakeholders such as commercial partners to keep a keen eye on service quality and superior product development, as RM broadens the quality attentiveness not only in the marketing department, but also in all departments of a company (Stavros, 2005;Kurtz, 2009).…”