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The benefits of relationship marketing for the consumer and for the fashion retailers

The benefits of relationship marketing for the consumer and for the fashion retailers Globalization, competition and market saturation have caused a growing interest by firms in developing strategies directed at creating brand loyalty among their customers, especially in markets with low growth rates. In order to reach this objective, relationship marketing must be applied, which considers the mutual benefits derived from the creation of stable relationships between buyers and sellers. The study herein developed analyses the existence of groups of customers from the service sector who value the offer of relational benefits by the organisation, in which benefits are centred basically on the relationship with the contact personnel. As a result, the customers state greater levels of satisfaction with and loyalty to the organisation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

The benefits of relationship marketing for the consumer and for the fashion retailers

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612020410560018
Publisher site
See Article on Publisher Site

Abstract

Globalization, competition and market saturation have caused a growing interest by firms in developing strategies directed at creating brand loyalty among their customers, especially in markets with low growth rates. In order to reach this objective, relationship marketing must be applied, which considers the mutual benefits derived from the creation of stable relationships between buyers and sellers. The study herein developed analyses the existence of groups of customers from the service sector who value the offer of relational benefits by the organisation, in which benefits are centred basically on the relationship with the contact personnel. As a result, the customers state greater levels of satisfaction with and loyalty to the organisation.

Journal

Journal of Fashion Marketing and Management – Emerald Publishing

Published: Dec 1, 2004

Keywords: Globalization; Fashion industry; Retailers; Competitive strategy; Channel relationships

References

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    Alet, J.
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    Antón, C.; Rodríguez, A.I.
  • The issue on establishing relationships with customers in service companies: when are relationships feasible and what form should they take?
    Barnes, J.G.
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    Beatty, S.E.; Mayer, M.L.; Coleman, J.E.; Reynolds, K.E.; Lee, J.
  • La gestión estratégica y los conceptos de calidad percibida, satisfacción del cliente y lealtad
    Berné, C.; Múgica, J.M.; Yagüe, M.J.