The Application of relationsip marketing dimensions to fast moving consumer goods (FMCG)

This study investigates the applicability of the relationship marketing dimensions of trust, commitment, communication, and empathy to fast-moving consumer goods (FMCG). The research is based on data collected through semi-structured interviews with participants aged 25-40, residing in Istanbul, Ankara, and Izmir. The data obtained were analyzed using thematic analysis, a qualitative research method. The primary research questions of the study are: "How can the dimensions of relationship marketing be applied to fast-moving consumer goods?" and "How do consumers in Turkey perceive the dimensions of relationship marketing about fast-moving consumer goods?" The research findings indicate that the dimensions of relationship marketing—trust, commitment, communication, and empathy—can be applied across various sectors and product types. In the context of fast-moving consumer goods (FMCG), these dimensions can be integrated through elements such as brand values, product quality, packaging, content, customer service, and various media channels. The findings highlight that relationship marketing, as a multifaceted strategy, significantly influences consumer interactions and brand perception, and is applicable across different marketing channels.