Relationship marketing in the retail sector: an insight in the determination of customer loyalty

Sabin Niculae
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Sabin Niculae: Academy of Economic Studies

Manager Journal, 2008, vol. 7, issue 1, 114-117

Abstract: In recent years we see a loss of power of individual brands, despite the money and the effort invested in them. The power is now in the hands of retailers. The final challenge of an individual band is the battle it has to win in the store. One way of winning the retail battle is to grow, to expand your offer, to sell food, clothing, electronic consumer durables, luxury goods, etc., to become the mastodon of your market. But, growing, being the easy way into bigger profits, it is sure you will be soon followed by others. You have to differentiate; you have to expand not only the product range but also the services. This is the age of relationship marketing.

Keywords: CRM; relationship marketing; retail; customer retention; customer loyalty (search for similar items in EconPapers)
Date: 2008
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