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Relationship Marketing Practices in Retail Outlets in Selected Districts of Kerala

Author

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  • P K Chitra

    (Madurai Kamaraj University)

Abstract

Relationship marketing offers mutual benefits for retailers and their customers. It facilitates customers in reduction of choices. The marketers are benefitted by improved customer loyalty and referrals. In order to find out the important relationship marketing practices among the organized and unorganized retail outlets in selected districts of Kerala, this descriptive study has been undertaken. It reveals that organized retailers are better in having RMPs compared to unorganized retailers.

Suggested Citation

  • P K Chitra, 2018. "Relationship Marketing Practices in Retail Outlets in Selected Districts of Kerala," Shanlax International Journal of Economics, Shanlax Journals, vol. 7(1), pages 14-19, December.
    • Handle: RePEc:acg:journl:v:7:y:2018:i:1:p:14-19
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    File URL: https://www.shanlaxjournals.in/journals/index.php/economics/article/view/268
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    File URL: https://www.shanlaxjournals.in/journals/index.php/economics/article/view/268/116
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    References listed on IDEAS

    as
    1. Mazuri Abd Ghani & Aida Othman & Nor Asmahani Ibrahim & Wan Zulqurnain Wan Ismail, 2016. "Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 1026-1033.
    2. Mazuri Abd Ghani & Aida Othman & Nor Asmahani Ibrahim & Wan Zulqurnain Wan Ismail, 2016. "Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 1026-1033.
    3. Song Bee Lian & Liew Chee Yoong, 2017. "The Effectiveness of Strategic Relationship Marketing: Exploring Relationship Quality towards Customer Loyalty," International Business Research, Canadian Center of Science and Education, vol. 10(12), pages 159-166, December.
    Full references (including those not matched with items on IDEAS)

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