Retail credit usage and relationship marketing

Nita L. Paden (Nita L. Paden is Assistant Professor of Marketing, College of Business Administration at the Northern Arizona University, Flagstaff, Arizona, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 April 1996


Takes an initial look at ways consumers use credit and how differences in credit usage by store type may be used to develop relationship building marketing programs. Retailers are recognizing the importance of developing and maintaining long‐term relationships with customers. Using credit usage information is one way of identifying consumers’ purchasing behavior. Illustrates how differences in retail credit usage could be used to individualize marketing efforts by retailers. Also suggests how these efforts will benefit retailers in terms of creating loyal customers.



Paden, N. (1996), "Retail credit usage and relationship marketing", Journal of Consumer Marketing, Vol. 13 No. 2, pp. 26-35.

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Copyright © 1996, MCB UP Limited

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