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

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  • Sabin Niculae

    (Academy of Economic Studies)

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.

Suggested Citation

  • Sabin Niculae, 2008. "Relationship marketing in the retail sector: an insight in the determination of customer loyalty," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 7(1), pages 114-117, May.
    • Handle: RePEc:but:manage:v:7:y:2008:i:1:p:114-117
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