The benefits of relationship marketing for the consumer and for the fashion retailers

Mercedes Marzo‐Navarro (Department of Business Management at the Faculty of Economics and Business, University of Zaragoza, Zaragoza, Spain)
Marta Pedraja‐Iglesias (Department of Business Management at the Faculty of Economics and Business, University of Zaragoza, Zaragoza, Spain)
Ma Pilar Rivera‐Torres (Department of Business Management at the Faculty of Economics and Business, University of Zaragoza, Zaragoza, Spain)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 1 December 2004

Abstract

Globalization, competition and market saturation have caused a growing interest by firms in developing strategies directed at creating brand loyalty among their customers, especially in markets with low growth rates. In order to reach this objective, relationship marketing must be applied, which considers the mutual benefits derived from the creation of stable relationships between buyers and sellers. The study herein developed analyses the existence of groups of customers from the service sector who value the offer of relational benefits by the organisation, in which benefits are centred basically on the relationship with the contact personnel. As a result, the customers state greater levels of satisfaction with and loyalty to the organisation.

Keywords

Citation

Marzo‐Navarro, M., Pedraja‐Iglesias, M. and Pilar Rivera‐Torres, M. (2004), "The benefits of relationship marketing for the consumer and for the fashion retailers", Journal of Fashion Marketing and Management, Vol. 8 No. 4, pp. 425-436. https://doi.org/10.1108/13612020410560018

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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