Relationship Marketing and Small Shop Retailing Research Paper by Nicky

Looks at the use of relationship marketing for small shop retailers and suggests a strategy for implementation.
# 149785 | 6,370 words | 10 sources | APA | 2011 | US
Published on Jan 01, 2012 in Business (Small) , Business (Marketing) , Business (Consumer Behavior)

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This paper explains that, although relationship marketing has been utilized successfully in large companies for many years, it has been has underutilized amongst small shop retailers. Next, the author uses a qualitative methodology of literature analysis to investigate the key issues confronting small shop retailers in pursuing relationship marketing effectively, the elements important in fulfilling these objectives, and the required technology. The paper concludes that this research indicates that customer satisfaction and customer enthusiasm, the products of relationship marketing, can play important roles in the success of small retail shops because of it leads to customer loyalty and to word-of mouth advertising. Therefore, these retailers should invest in the technology to develop customer databases. Several quotations and a graph are included in the paper.

Table of Contents:
Table of Contents
Purpose of the Study
Statement of the Problem
Significance of the Study
Literature Review
Relationship Marketing
Small Shop Retailers
Relationship Marketing and Small Shop Retailers
Future of Relationship Marketing
Data Collection and Analysis
Study of Existing Research
Findings and Analysis
Conclusions and Recommendations

From the Paper:

"Customer loyalty is particularly important for small retailers because the customer base of such a business is quite limited. That is, large retail changes exists throughout the country and even throughout the world, this means that more people are exposed to the retailer and as such they have a greater ability to attract a large number of customers. On the other hand, a small retailer may only have a presence in a small community. As such customer loyalty becomes critically important to small shop retailers.
"Another important issue pertaining to small retailers and relationship marketing is community attachment. In some ways small shop retailers have an advantage over larger retailers because they have an attachment to the community. That is, small retailers have been a part of a particular community for many years. For instance some stores are family owned and they have been passed down from generation to generation. This can give a retail shop an advantage as it pertains to relationship marketing.
"According to Lee et al, (2008) community attachment has been studied in terms as the relationship that exist between local consumers and small independent retailers. This phenomenon is defined as the commitment of individuals to the places where they reside."

Sample of Sources Used:

  • Hackl, P., Scharitzer, D., and Zuba, R. (2000). Customer Satisfaction in the AustrianFood Retail Market. Total Quality Management, 11(7), 999-1006.
  • Lee. S., Kim K.P. Johnson and Sherri A. Gahring. Small-town consumers' disconfirmation of expectations and satisfaction with local independent retailers. International Journal of Retail &Distribution Management. Vol. 36 No. 2, 2008 pp. 143-157
  • Lenartowicz, T. & Balasubramanian, S. 2009. Practices and Performance of SmallRetail Stores in Developing Economies. Journal of International Marketing. Vol. 17, No. 1, 2009, pp. 58-90
  • "Qualitative Research".
  • Palmatier, R. W., Rajiv P. Dant, Dhruv Grewal, & Kenneth R. EvansFactors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing Vol. 70 (October 2006), 136-153

Cite this Research Paper:

APA Format

Relationship Marketing and Small Shop Retailing (2012, January 01) Retrieved February 05, 2023, from

MLA Format

"Relationship Marketing and Small Shop Retailing" 01 January 2012. Web. 05 February. 2023. <>