Tactics, strategies and outcomes of relationship retailing in Bangladesh

Relationship marketing creates, maintains and enhances long term customer relationships and leads to winning customer loyalty and retains customers for long time. This paper focuses on different relationship marketing tactics used by the sample retailers’ and expl...

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Main Authors:	Yasmin, Sanoara, Rabbanee, Fazlul Kabir, Haque, A. K. M. Ahasanul
Format:	Article
Language:	English
Published:	Society for Business and Social Sciences 2012
Subjects:	HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/26455/ http://irep.iium.edu.my/26455/ http://irep.iium.edu.my/26455/1/Tactics%2C_Strategies_And_Outcomes_of_Relationship_Retailing_In_Bangladesh.pdf

id	iium-26455
recordtype	eprints
spelling	iium-264552012-11-12T01:00:23Z http://irep.iium.edu.my/26455/ Tactics, strategies and outcomes of relationship retailing in Bangladesh Yasmin, Sanoara Rabbanee, Fazlul Kabir Haque, A. K. M. Ahasanul HF5001 Business. Business Administration Relationship marketing creates, maintains and enhances long term customer relationships and leads to winning customer loyalty and retains customers for long time. This paper focuses on different relationship marketing tactics used by the sample retailers’ and explores customers’ views regarding these tactics. It also highlights on different levels of relationship marketing strategies namely -‐ financial bond, social bond and structural bond. The paper pinpoints the outcome of these relational bonds and tests customers’ satisfaction level corresponding to these relational strategies. Among the relationship marketing tactics, preferential treatment and warm interpersonal communication are found to be widely used by the retailers and also appreciated positively by the customers. Tangible reward and Mailing brochures are treated negatively by the customers while Quantity premium and Mailing seasonal greetings card are found not to be practiced widely by the retailers. The study reveals that structural bond is the most effective relational strategies and social bond is the weakest form of tie for establishing relationship between customer and retailers. The study ends with a conclusive finding that out of one unit satisfaction of the customers, relational bonds are responsible for only 0.59 unit of satisfaction and interestingly 0.60 unit of satisfaction can be generated in absence of all these three bonds. Society for Business and Social Sciences 2012-05 Article PeerReviewed application/pdf en http://irep.iium.edu.my/26455/1/Tactics%2C_Strategies_And_Outcomes_of_Relationship_Retailing_In_Bangladesh.pdf Yasmin, Sanoara and Rabbanee, Fazlul Kabir and Haque, A. K. M. Ahasanul (2012) Tactics, strategies and outcomes of relationship retailing in Bangladesh. Business and Social Science Review (BSSR), 1 (11). pp. 18-34. ISSN 2047-6485 http://www.bssreview.org/volume/vol1-no11-May-2012.pdf
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5001 Business. Business Administration
spellingShingle	HF5001 Business. Business Administration Yasmin, Sanoara Rabbanee, Fazlul Kabir Haque, A. K. M. Ahasanul Tactics, strategies and outcomes of relationship retailing in Bangladesh
description	Relationship marketing creates, maintains and enhances long term customer relationships and leads to winning customer loyalty and retains customers for long time. This paper focuses on different relationship marketing tactics used by the sample retailers’ and explores customers’ views regarding these tactics. It also highlights on different levels of relationship marketing strategies namely -‐ financial bond, social bond and structural bond. The paper pinpoints the outcome of these relational bonds and tests customers’ satisfaction level corresponding to these relational strategies. Among the relationship marketing tactics, preferential treatment and warm interpersonal communication are found to be widely used by the retailers and also appreciated positively by the customers. Tangible reward and Mailing brochures are treated negatively by the customers while Quantity premium and Mailing seasonal greetings card are found not to be practiced widely by the retailers. The study reveals that structural bond is the most effective relational strategies and social bond is the weakest form of tie for establishing relationship between customer and retailers. The study ends with a conclusive finding that out of one unit satisfaction of the customers, relational bonds are responsible for only 0.59 unit of satisfaction and interestingly 0.60 unit of satisfaction can be generated in absence of all these three bonds.
format	Article
author	Yasmin, Sanoara Rabbanee, Fazlul Kabir Haque, A. K. M. Ahasanul
author_facet	Yasmin, Sanoara Rabbanee, Fazlul Kabir Haque, A. K. M. Ahasanul
author_sort	Yasmin, Sanoara
title	Tactics, strategies and outcomes of relationship retailing in Bangladesh
title_short	Tactics, strategies and outcomes of relationship retailing in Bangladesh
title_full	Tactics, strategies and outcomes of relationship retailing in Bangladesh
title_fullStr	Tactics, strategies and outcomes of relationship retailing in Bangladesh
title_full_unstemmed	Tactics, strategies and outcomes of relationship retailing in Bangladesh
title_sort	tactics, strategies and outcomes of relationship retailing in bangladesh
publisher	Society for Business and Social Sciences
publishDate	2012
url	http://irep.iium.edu.my/26455/ http://irep.iium.edu.my/26455/ http://irep.iium.edu.my/26455/1/Tactics%2C_Strategies_And_Outcomes_of_Relationship_Retailing_In_Bangladesh.pdf
first_indexed	2023-09-18T20:39:25Z
last_indexed	2023-09-18T20:39:25Z
_version_	1777409264816488448

Tactics, strategies and outcomes of relationship retailing in Bangladesh

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