Nowadays, it is extremely important for companies to build long-term relationships with customers. Creating a loyal customer base is the key to success in the competitive business world. One of the tools that helps in building such relationships is relationship marketing. Many companies around the world are successfully using this strategy, including Amazon, Zappos and Coca-Cola. Amazon has earned a reputation as one of the most responsive companies in the world by fully understanding their preferences and behaviors. Zappos, on the other hand, gained recognition for its excellent customer service and making every purchase a positive experience. Coca-Cola, on the other hand, always focuses on the cooperation and involvement of consumers in its advertising campaigns. These companies are just a few examples of effective use of relationship marketing in building long-term and loyal relationships with customers.