Organisational Size and the Implementation of Relationship Marketing in the Retail Context
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.
KeywordsCustomer Satisfaction Customer Loyalty Personalise Service Consumer Market Relationship Marketing
Unable to display preview. Download preview PDF.
- Anderson J C and Narus J A (1986) “A model of distributor and manufacturer firm working relationships” Journal of Marketing 54 January 42-58Google Scholar
- Barnes J G (1994) “The quality and depth of consumer relationships” Proceedings of the 24th conference of the European Marketing Academy 1393-1402Google Scholar
- Berry L L (1983) Relationship Marketing, in Berry L L Shostack G L and Upah G D (eds) Emerging perspectives in services marketing American Marketing Association 25-28Google Scholar
- Buttle F (1995) “relationship marketing: an overview” Manchester Business School Working Paper Series No 305Google Scholar
- Christopher M Payne A and Ballantyne D (1991) Relationship Marketing Butterworth Heinemann LondonGoogle Scholar
- Gummesson E (1994) “Is relationship marketing operational?” Proceedings of the 23rd European Marketing Academy May 17-20Google Scholar
- Henley Centre (1995) The Lovaltv Paradox The Henley CentreGoogle Scholar
- Hogg G M Hartley M and Arnold S J (1993) “Touch me, hold me, squeeze me, freeze me” Proceedings of the 1993 annual conference of the Marketing Education Group Loughborough July 504-514Google Scholar
- Knox S and Denison T (1992) “Profiling the promiscuous shopper. A report examining and evaluating shopper loyalty” Working Paper Series University of CranfieldGoogle Scholar
- Mitchell A (1995) “The ties that bind” Management Today June 60-64Google Scholar
- Sasser E and Jones T (1995) “Why satisfied customers defect” Harvard Business Review Nov-Dec 88-98Google Scholar