Barriers to relationship marketing in consumer retailing

Abstract

This study focuses on the potential difficulties in implementing a relationship marketing strategy within a retail context. We suggest that a number of attributes characterise the nature of the service and market structure are influential in an organisation’s ability to implement relationship marketing. Specifically, these are balance of power; level of involvement with the purchase; professionalism of the service provider; and level of personal contact. Seven dimensions central to relationship marketing in a retail context are derived from the literature. Via survey research, these are evaluated in four service contexts, namely: hairdresser/barber; optician; recreation centre; and supermarket. Findings indicate that because of the influence of the four factors identified above, hairdressers, opticians, and recreation centres are more likely to operate in conditions that give greater support to the development of relationship marketing.