An analysis of the relationship quality between Philip Morris Bangladesh Ltd. and their retail customers

Abstract

This is an Internship report based on the research on Relationship Quality between Philip Morris Bangladesh (PMB). PMB has been doing business in Bangladesh since 2008 and they are now the second largest market share holder after British American Tobacco Bangladesh (BATB). Here I will be measuring the quality of the relationship between the retail customer of PMB and their sales representative. To measure the level and the quality of the relationship I will be using 12 variables. Using this research PMB will be able to make their relationship between their retail customers more strong and they will have a better idea of what their customers want and need, are they satisfied with how things are or not.