THE STRENGTHENING RELATIONSHIP OUTCOME STRATEGY IN RETAIL BUSINESS IN INDONESIA

Authors

  • Chr. Whidya Utami Economics Faculty at Widya Mandala Catholic University-Surabaya

:

https://doi.org/10.9744/pemasaran.3.1.pp.%2026-34

Keywords:

relationship marketing, retail business, customer retention, customer loyalty, relationship effort, relationship outcomes

Abstract

Retail Business covers an activity that involves the sale of goods to customers for their own use rather than to shops. High competition and customers’ retention effort have motivated retailers in seeking a strategy to win the competition. The aims of this paper are: (1) how to implement relationship marketing in retail business in Indonesia, (2) how to implement strengthening relationship outcome strategy in retail business through communication, preferential treatment, personalization, and rewarding. Through communication, preferential treatment, personalization, and rewarding, it is expected to be able to create a long term and continuous relationship.

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Published

2010-12-20

How to Cite

Utami, C. W. (2010). THE STRENGTHENING RELATIONSHIP OUTCOME STRATEGY IN RETAIL BUSINESS IN INDONESIA. Jurnal Manajemen Pemasaran, 3(1), pp. 26-34. https://doi.org/10.9744/pemasaran.3.1.pp. 26-34

Issue

Vol. 3 No. 1 (2008): APRIL 2008

Section

Articles