Effect Of Relationship Marketing On Consumer Preferenc1 For Retail Stores In Aba, Abia State (A Study Of Selected Retail Stores In Aba, Abia State)
ABSTRACT
Relationship Marketing (RM) is a popular concept in current
marketing research and practice. Relationship Marketing has the potential to
increase customer retention by building long-term customer relationships.
Relationship Marketing can increase marketing effectiveness and efficiency by
reducing marketing costs, facilitating the targeting of high-profit customers,
reducing price sensitivity, (Tynan, 2010). Since relationships marketing can
become an important source of competitive advantage, a marketing paradigm shift
from transactional to relationship marketing has been proposed (Buttle, 2013).
Relationship Marketing was initially conceived as an approach in the business to-business
environment. The adoption of the R.M concept to consumer research is relatively
new and has gone through stages from obscurity, discovery, acceptance, to
popularity (Malley and Tynan, 2010).
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OGWUMA, G (2021). Effect Of Relationship Marketing On Consumer Preferenc1 For Retail Stores In Aba, Abia State (A Study Of Selected Retail Stores In Aba, Abia State). Repository.mouau.edu.ng: Retrieved Dec 24, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-consumer-preferenc1-for-retail-stores-in-aba-abia-state-a-study-of-selected-retail-stores-in-aba-abia-state-7-2
GOODNESS, OGWUMA. "Effect Of Relationship Marketing On Consumer Preferenc1 For Retail Stores In Aba, Abia State (A Study Of Selected Retail Stores In Aba, Abia State)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 06 Sep. 2021, https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-consumer-preferenc1-for-retail-stores-in-aba-abia-state-a-study-of-selected-retail-stores-in-aba-abia-state-7-2. Accessed 24 Dec. 2024.
GOODNESS, OGWUMA. "Effect Of Relationship Marketing On Consumer Preferenc1 For Retail Stores In Aba, Abia State (A Study Of Selected Retail Stores In Aba, Abia State)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 06 Sep. 2021. Web. 24 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-consumer-preferenc1-for-retail-stores-in-aba-abia-state-a-study-of-selected-retail-stores-in-aba-abia-state-7-2 >.
GOODNESS, OGWUMA. "Effect Of Relationship Marketing On Consumer Preferenc1 For Retail Stores In Aba, Abia State (A Study Of Selected Retail Stores In Aba, Abia State)" Repository.mouau.edu.ng (2021). Accessed 24 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-consumer-preferenc1-for-retail-stores-in-aba-abia-state-a-study-of-selected-retail-stores-in-aba-abia-state-7-2