Relationship Marketing Practices in Retail Outlets in Selected Districts of Kerala

  • P K Chitra Part time Ph. D. Scholar (Commerce), Madurai Kamaraj University, Madurai, Tamil Nadu, India
Keywords: Relationship Marketing, retailers, RMP, Organized retailers, unorganized retailers

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.

Published
2018-12-31
How to Cite
Chitra, P. K. (2018). Relationship Marketing Practices in Retail Outlets in Selected Districts of Kerala. Shanlax International Journal of Economics, 7(1), 14-19. Retrieved from http://shanlaxjournals.in/journals/index.php/economics/article/view/268
Section
Articles