Organisational Size and the Implementation of Relationship Marketing in the Retail Context

  • Kristy Irving
  • Brian P. Mathews
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Relationship marketing has gained recognition amongst both marketing academics and practitioners as the “paradigm of the 90’s.” The recent adoption of the loyalty card by supermarkets has been hailed by many as the establishment of relationship marketing in that industry. This paper compares the application of relationship marketing in British supermarkets and convenience stores.


Customer Satisfaction Customer Loyalty Personalise Service Consumer Market Relationship Marketing 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Kristy Irving
    • 1
  • Brian P. Mathews
    • 2
  1. 1.Vauxhall FinanceNewarkUSA
  2. 2.University of LutonNewarkUSA

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