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Using Multichannel Marketing Activities to Build Customer Relationships: As Pertaining to the Consumer Electronics Retail Sector

In: Service Management

Author

Listed:
  • Patrick Vesel

    (Big Bang, d.o.o.)

  • Patricija Filipič Orel

    (Valicon, d.o.o.)

  • Mitja Špende

    (Creatim Ržišnik Perc d.o.o.)

Abstract

Dependent as they are on repeat business from customers, the awareness of a potentially continuing relationship between a seller and a buyer is of paramount importance to retailers. For this reason, it is not just the quality of goods and services being sold, but also the quality of customer relationships that should be of great concern to retailers in order for them to prosper in a highly competitive arena. As such, the construct of relationship quality has emerged as a strategy for retaining customers. Over the past decade, retail industry research has consistently converged on the concepts of trust, satisfaction, and commitment as the building blocks of this phenomenon. Being also aware of the fact that multichannel retailing is now becoming the standard approach, a perspective from market leading consumer electronics retailer, Big Bang, in the Central European country of Slovenia, shows in what ways concrete multichannel activities might positively trigger the building blocks of the relationship quality phenomenon.

Suggested Citation

  • Patrick Vesel & Patricija Filipič Orel & Mitja Špende, 2012. "Using Multichannel Marketing Activities to Build Customer Relationships: As Pertaining to the Consumer Electronics Retail Sector," Springer Books, in: Jay Kandampully (ed.), Service Management, chapter 0, pages 117-141, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4614-1554-1_8
    DOI: 10.1007/978-1-4614-1554-1_8
    as

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