Relationship Marketing Programmes Effectiveness Amongst Departmental Store Customers of Indore
Published: 2015
Author(s) Name: Prerna Kumar |
Author(s) Affiliation: Asst.Prof.-Mgt.,Int.Inst. of Professional Studies,Devi Ahilya Univ.,Indore,Madhya Pradesh,India
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Abstract
There has been a boom in the retail sector, and along with that the countrys economy is also growing. Today, India is among the growing retail destinations of the world with high growth prospects. Indian retail industry is ranked amongst the ten largest retail markets in the world. There are many big private players competing for market share, in this industry with the most innovative marketing tactics and programmes. Relationship Marketing is a very successful technique which is used extensively to retain customers and to gain repeat business from them. It is widely acknowledged and practiced across all industry sectors. The present study is conducted to determine how the effectiveness of the relationship marketing programmes are perceived differently by customers of different educational qualifications and income groups for select departmental stores in Indore city.
Keywords: Relationship Marketing, Customers, Departmental Store, Retail Industry
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