The retail industry has been around for a fairly long time with retail service existent before the biblical times, one can truly say that it has become a very important and deeply ingrained part of society.
Relationship-building in the form of content marketing and improved customer service is gaining importance in industries once ruled by price and promotion alone, but transactional marketing is still of primary importance for plenty of apps and old school retailers alike.
Relationship marketing has emerged during the last decade as an alternative to exchange as the foundation of the concept of marketing, stressing the importance of maintaining relationships between buyer and seller in the long term (arias, 1998.
Market economies and customer relationship economies, has brought the recognition of the importance of relationship marketing has forced the association between relationship marketing and customer loyalty as follows: h1: relationship marketing influences.
According to gummerson (2002), relationship marketing is a marketing based on interaction with networks of relationship relationship marketing is defined by gronroos (1994) as the process related to establishing, maintaining, and enhancing relationship with customers and other partners in order to improve customer base and profitability. Customer relationship management system in retail marketing posted on march 11, 2013 may 3, 2016 by alan ball asound and well-rounded customer relationship management system is an important element in maintaining ones business in the retail marketing industry.
Marketing also helps to increase market share, profitability and reduce the cost (reichheld, 1993) the recognition of the importance of relationship marketing has forced the association between relationship marketing and customer loyalty as follows: h1: relationship marketing influences. The purpose of this chapter is to review and analyse literature that has been made available regarding the subject of relationship marketing and loyalty.
Marketing scholars agree that exchange is a basic framework for understanding the market bagozzi (1975) stated that marketing is the process of creating and resolving exchange relationship organizations or individuals need social and economic exchange to satisfy their needs. The aim of this study is to analyze the current situation of rm implementation in chinese retail market in particular, it investigates the major constructs: trust, commitment, bond and crm element of relationship marketing in building long-term relationships between retailers and the customers. Relationship marketing is a facet of customer relationship management (crm) that focuses on customer loyalty and long-term customer engagement rather than shorter-term goals like customer acquisition and individual sales.