1

A STUDY ON RELATIONSHIP MARKETING PRACTICES IN RETAILING SECTOR

IN KERALA

INTRODUCTION

The benefits of relationship marketing, such as increased customer loyalty, referrals and

spending are well documented in literature (Agariya & Singh 20111; Mark et al. 2013

2).

However, the applicability of these benefits to consumer markets like the clothing retail sector is

questionable (O' Malley & Tynan 20003). Some marketing scholars argue that the size of the

consumer markets and the customers' need for variety tends to limit the number of meaningful

interactions retailers can have with their customers. This is a challenge to the development of

successful customer relationships (De Wulf et al. 20034). Nevertheless, in the face of aggressive

pricing and the absence of switching barriers, more clothing retailers are using relationship

marketing tactics to improve customer retention and profitability (De Cannière, De Pelsmacker

& Geuens 20105;). Consequently, it has become increasingly important for clothing retailers to

understand how to establish and maintain successful customer relationships (Leahy 20116).

Relationship marketing in the retail context

Relationship marketing focuses on retaining existing customers by creating and

preserving mutually beneficial, long-term relationships (Christopher, Payne & Ballantyne

1. Agariya, A.K. & Singh, D., 2011, „What really defines relationship marketing?‟ A review

of definitions and general and sector-specific defining constructs‟, Journal of

Relationship Marketing 10(4), 203-237. 11.624905.

2. Mark, T., Lemon, K., Vandenbosch, M., Bulla, J. & Maruotti, A., 2013, „Capturing the

evolution of customer-firm relationship: How customers become more (or less) valuable

over time‟, Journal of Relating, 89(3), pp.231-245

3. O‟Melley, L. & Tynan, C., 2000, „Relationship marketing in consumer markets: rhetoric or

reality?,‟ European Journal of Marketing, 34(7), pp.797-815.

4. De Wulf, K., Odekerken-Schroder, G., 2003, „Assessing the impact of a retailer‟s

relationship efforts on consumer‟s attitudes and behavior‟, Journal of Retailing and

Consumer Services, 10, 95-108.

5. De Canniere, M.H., De Pelsmacker, P. & Geuens, M., 2010, „Relationship quality and

purchase intention and behavior: The moderating impact of relationship strength‟, Journal

of Business Psychology 25, 87-89,

6. Leahy, R., 2011, „Relationships in fast moving consumer markets‟, European Journal of

Marketing 45(4), 651-672.

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20087). The significance of focusing on relationship marketing tactics stems from the notion that

building strong customer relationships leads to increased satisfaction, loyalty and customer

referrals (Adjei, & clark 20098; Wong & Sohal 2006

9). Retailers fostering long-term

relationships with customers also benefit financially from the lower cost of acquiring customers

and increasing their purchases (Ashley et al. 201110

; Mark et al. 201311

). Considering these

benefits, it is not surprising that more retailers are pursuing long-term relationships with

customers to gain a strategic and competitive advantage (De Cannière et al. 201012

).

Need for the Study

In the recent years customer relationship have received considerable attention from both

academics and practitioners (Berry, 199513

; Gwinner et al., 199814

; Palmer, 200215

; Reynolds

7. Christopher, M., Payne, A. & Ballantyne, D., 2008, Relationship marketing: Creating

stakeholder value, Butterworth-Heinemann, Oxford.

8. Adjei, M.T. and Clark, M.N. (2010), „Relationship marketing in ABZC context: The

moderating role of benefit traits‟, Journal of Retaining and consumer services, (1),

pp.73-79.

9. Wong, A. & Sohal, A.S., 2006, „Understanding the quality of relationships in consumer

services: A study in a retail environment,‟ International Journal of Quality and

Reliability Management 23(3), 244-264.

10. Ashley, C., Noble, S.M., Donthu, N & Lemon, K.N., 2011, „Why customers won‟t relate:

Obstacles to relationship marketing engagement‟, Journal of Business Research 64, 749-

756.

11. Mark, T., Lemon, K., Vandenbosch, M., Bulla, J. & Maruotti, A., 2013, „Capturing the

evolution of customer-firm relationship: How customers become more (or less) valuable

over time‟, Journal of Relating, 89(3), pp.231-245

12. De Canniere, M.H., De Pelsmacker, P. & Geuens, M., 2010, „Relationship quality and

purchase intention and behavior: The moderating impact of relationship strength‟, Journal

of Business Psychology, 25, 87-89, http://dx.doi.org/10.1007/s10869-009-9127-z.

13. Berry, I.I., (1995), “Relationship Marketing of Services: Growing Interest, Emerging

Perspectives”, Journal of the Academy of Marketing Science, Vol.2, No.4, pp.236-245.

14. Gwinner, K.P., Gremler, D.D. and Bitner, M.J., (1998), “Relational benefits in service

industries: The Customers Perspective”, Academy of Marketing Science, Vol.26, No.2,

pp.101-114.

15. Palmer, A., (2002), “The Evolution of an Idea: An Environmental Explanation of

Relationship Marketing”, Journal of Relationship Marketing, Vol.1, No.1, pp.79-94.

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and Beatty, 199916

). The popularity of relationship marketing stems, in part, from the assumption

that building customer relationships will lead to increased benefits for the organization in the

form of customer satisfaction, loyalty, word-of-mouth, and increased purchases. In the current

literature, several different approaches have been used to identify these variables and to study

their impact on relational outcomes. Researchers in the area have addressed topics such as how

companies benefit from building long-term relationship (Parasuraman et al., 1991)17

customer

motivations for maintaining relationships (Bendapudi and Berry, 199718

; Sheth and Parvatiyar,

1995), the role of relational bonds in the development of customer relationship (Smith, 1998)19

and the relational benefits customers receive from service relationships.

STATEMENT OF THE RESEARCH PROBLEM

Facing a fiercely competitive environment in the retail industry, many service providers

have come out with intensive marketing parties to compete in order to gain customer satisfaction

and loyalty. The retailers use many relationship management practices to retain their customers.

As a result, the retailers are preventing the customer switching in retail sector. Creating or

enhancing customers‟ value clearly requires a detailed understanding of the customers‟

expectations and perception on retail outlets. The retailers who implemented the relationship

marketing at their outlets produce a significant impact on the marketers‟ economic and social

satisfaction. But the problem is on the modification of the relationship management practices as

per the customers‟ expectation. Unless the marketers have a separate cell to estimate the

customers‟ satisfaction and perception on retail outlets, it is very difficult to adopt the apt

relationship management practices. Hence, the present study focuses on the rate of

implementation of relationship marketing practices, its determinants and its outcome for future

policy implications.

16. Reynolds, K.E. and Beatty, S.E., (1999), “Customer Benefits and Company Consequences

of Customer Sales Person Relationship in Retailing”, Journal of Retailing, Vol.75, No.1,

pp.11-32.

17. Parasuraman, A., Berry, I.I., and Zeithaml, V.A., (1991), “Understanding Customer

Expectations of Service”, Sloan Management Review, Vol.32, Spring, pp.39-48.

18. Bendapudi, N. and Berry, I.I., (1997), “Customers Motivation for Maintaining

Relationships with Service Providers”, Journal of Retailing, Vol.73, No.1, pp.15-37.

19. Smith, B., (1998), “Buyer-seller Relationship: Bonds, Relationship Management and Sex-

type”, Revue Canadienne des Sciences de Administration, Vol.15, No.1, pp.76-92.

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RESEARCH GAP

Eventhough, there are so many studies related to relationship management, relationship

quality and its impact on service sector, there is no exclusive study on the implementation of

relationship marketing practices and its consequences in retail sector especially at Kerala State.

Hence, the present study has made an attempt to fillup the research gap with the proposed

research model.

PROPOSED RESEARCH MODEL

The proposed research model of the present study is given below:

OBJECTIVES OF THE STUDY

Based on the proposed research model, the objectives of the present study is confined to

1. To reveal the profile of the marketers and their level of customers and relationship marketing

orientation;

2. To study the level of implementation of relationship marketing practices(RMPs) by the

marketers;

3. To examine the various determinants of implementation of relationship marketing practices

and its impact on the rate of implementation of relationship marketing practices;

4. To identify the various outcomes of implementation of relationship marketing practices at the

retail outlets;

5. To evaluate the impact of RMPs on various outcomes of RMPs; and

Determinants of

Implementation of

Relationship Marketing

Practices

Profile of the

Marketers

Implementation of

Relationship Marketing

Practices

Outcome of the

Implementation of

Relationship Marketing

Practices

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6. To identify the discriminant aspects among the marketers in organized and unorganized

outlets regarding the aspects related to RMPs, its determinants and outcomes.

HYPOTHESES OF THE STUDY

Based on the objectives of the study, the following null hypotheses are drawn. These are:

1. There is no significant difference among the marketers in organized and unorganised retail

outlets regarding the implementation of RMPs, its determinants and its outcomes.

2. There is no significant association between the profile of marketers and their level of

implementation of RMPs, its determinants and its outcomes.

3. There is no significant impact of determinants on the implementation of RMPs; and

4. There is no significant impact of implementation of RMPs on various outcomes of

implementation of RMPs.

METHODOLOGY

The research methodology is the scientific way of solving research problem in order to

fulfill the objectives of the study. It includes the research design, population, sampling plan, data

collection, analysis of data and limitations of the study.

RESEARCH DESIGN

It is the blue print of the research method for conducting the research work. It covers the

procedures for collect the data, process the data and interpret the result of analysis. Even though

the research designs are too many, the present study adopted the descriptive and diagnostic

research design.

Since the present study has made an attempt to explain the profile of marketers and their

level of implementation of RMPs, its determinants and outcome, it is purely descriptive in

nature. Apart from this, the study has its own confined objectives and preplanned methodology

to fulfill the objectives of the research. The present study also made an attempt to examine the

impact of determinants on the level of implementation of RMPs and impact of implementation of

RMPs on outcomes at the retail outlets, it is diagnostic in nature. Hence, the applied research

design of the present study is descriptive and diagnostic in nature.

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POPULATION OF THE STUDY

The population of study indicates the total number of organized and unorganized retailers

at various district headquarters at Kerala. The detail of the number of retail outlets have been

collected from the traders associations at district head quarters. The number of organized and

unorganized retail outlets at 14 district head quarters is given in Table 1

TABLE 1

Number of Retailers in Head Quarters of the Districts in Kerala

Sl.No. Headquarters

Number of retailers in

Total Organized

retailers

Unorganized

retailers

1. Alappuzha 41 94 135

2. Kakkanad (Ernakulam) 39 81 120

3. Painavu (Idukki) 32 73 105

4. Kannur 36 76 112

5. Kasaragod 39 81 120

6. Kollam 56 113 169

7. Kottayam 52 107 159

8. Kozhikode 51 112 163

9. Malappuram 47 93 140

10. Palakkad 50 121 171

11. Pathanamthitta 39 72 111

12. Thiruvananthapuram 65 143 208

13. Thrissur 53 117 170

14. Kalpetta (Wayanad) 39 76 115

Total 639 1359 1998

Source: Traders Association in Head Quarters of Districts, Kerala.

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The higher number of retail outlets are noticed in Thiruvananthapuram, Thrissur and

Pallakad which consists of 208, 170 and 171 units respectively. The lesser number of outlets are

noticed in the case of Idukki, Pathanamthitta and Kannur district which consists of 105, 111 and

112 units respectively. The total number of registered and unregistered outlets in all districts

headquarters in the state is 639 and 1359 outlets respectively.

Determination of Sample Size

Since the population of the study is known, the sample size of the study is determined by

1Ne

N n

2 Whereas n – sample size, N – population and e – error of acceptance. The

distribution of sampled outlets in organized and unorganized sector one presented in Table 2.

TABLE 2

Determination of Sample Size

Sl.No. Sector

1Ne

N n

2

Sample

1. Organized 246.01

1639(0.05)

6392

246

2. Unorganized 309.04

11359(0.05)

13592

309

Total 555

The determined sample size in the organized and unorganized outlets is 246 and 309

outlets respectively. The total sample size of the study came to 555 retail outlets (marketers).

SAMPLING PROCEDURE OF THE STUDY

It shows the distribution of determined sample size in the population. The sampling

procedure followed in the present study is stratified proportionate random sampling. The strata

included for the present study are district head quarters and the type of retail outlets. The

proportionate procedure was followed to distribute the sampled marketers in the total population.

The random procedure (Lottery method) was adopted to select the sampled retailers (members)

at each district headquarter in both organized and unorganized retailer outlets. The distributions

of sampled marketers are presented in the Table 3.

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TABLE 3

Distribution of Sampled Retailers

Sl.No. Headquarters

Number of retailers in

Total Organized

retailers

Unorganized

retailers

1. Alappuzha 16 21 37

2. Kakkanad (Ernakulam) 15 18 33

3. Painavu (Idukki) 12 17 29

4. Kannur 14 17 31

5. Kasaragod 15 18 33

6. Kollam 22 26 48

7. Kottayam 20 24 44

8. Kozhikode 20 25 45

9. Malappuram 18 21 39

10. Palakkad 19 28 47

11. Pathanamthitta 15 16 31

12. Thiruvananthapuram 25 33 58

13. Thrissur 20 27 47

14. Kalpetta (Wayanad) 15 18 33

Total 246 309 555

Source: Traders Association in Head Quarters of Districts, Kerala.

The maximum number of marketers is selected from Thiruvananthapuram, Kollam and

Palakkad which consists of 58, 48 and 97 retailers. The maximum of marketers in registered

outlets are selected from Thiruvananthapuram and Kollam which consists of 25 and 22 members

respectively. The maximum members in unregistered outlets are selected from

Thiruvananthapuram and Palakkad with 33 and 28 retailer outlets respectively.

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COLLECTION OF DATA

The present study is mainly depending upon the primary data to be collected from the

marketers. Hence, a special care was taken to prepare the interview schedule to collect the

primary data. The schedule consists of 3 parts. The first part covers the profile of the marketers,

their customer orientation and relationship marketing orientation whereas the second part

includes the various components of relationship marketing practices and its determinants. The

final part of the schedule includes the various outcomes of relationship marketing practices at the

retail outlets. The variables related to the concepts generated for the study were drawn from

review of previous studies.

A pilot study was conducted among the 25 organized and 25 unorganized retailers at

Trivandrum. Based on their feedback, certain additions, deletions, modifications and

simplifications in the interview schedule were carried out to prepare a final schedule to collect

the data.

FRAMEWORK OF ANALYSIS

The collected data were processed with the help of appropriate statistical analysis on the

basis of nature of the scale of data and also the objectives of the study.

1. T-Test

2. Analysis of Variance (ANOVA)

3. Multiple Regression Analysis

4. Exploratory Factor Analysis

5. Discriminate Analysis

6. Confirmatory Factor Analysis

7. Cronbach Alpha

LIMITATIONS OF THE STUDY

The present study is subjected with the following limitations.

1. The study covers only registered and unregistered retail outlets at district head quarters of

Kerala.

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2. Even though the sample size is determined scientifically, the selected samples are drawn

from the list of registered and unregistered retail outlets given by the traders association in

the district head quarters.

3. The level of implementation its determinants, outcome of RMPs at retail outlets have been

derived by the mean scores of the variables in each concept related to it.

4. The linear relationship between the independent and dependent variables have been assumed.

5. The study excludes the view of the customers of retail outlets since it is related to the RMPs

only.

6. The qualitative variables are converted into quantitative variables with the help of Likert‟s

five point scale and

7. The marketers view is considered as the view of the retail outlets.

CHAPTERIZATION

The present study has been organized into six chapters for the purpose of neat and clear

presentation.

Chapter–I includes the introduction, need for study, statement of problem, review of

previous studies, research gap, proposed research model, objectives, methodology, limitations

and chapterization.

Chapter–II explains the meaning, definition and the methods to measure the various

concepts used in the present study. It includes the relationship marketing practices, its

determinants and its consequences.

Chapter–III shows the profile of the marketers and their level of the view on the

existence of customer orientation and relationship marketing orientation.

Chapter–IV covers the rate of implementation of various components of RMPs, its

determinants, association between the profile of marketers and their level of implementation of

RMPs, view on the determinants of the RMPs in retail outlets and the impact of determinants on

the level of implementation of RMPs.

Chapter–V includes the various outcomes of RMPs at the retail outlets, at companies, the

impact of implementation of RMP on the various outcomes of RMPs and also the impact of

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customer and relationship marketing orientation on the overall outcome of RMPs at the retail

outlets.

Chapter–VI summarizes the findings of the study, conclusions, suggestions and directions

for future research.

SUMMARY OF FINDINGS

The findings of the study are summarized are below:

Descriptive Statistics

The marketers are primarily classified into marketers in organized outlets (OR) and

unorganized outlets (UOR). The dominant gender among the marketers is male whereas the

dominant age group among the marketers in OR and UOR are 40.01 to 50.00 and 30 to 40 years

respectively. The important marital status among the marketers is „married‟. The dominant level

of education among the marketers is under-graduation. The important occupational background

among the marketers is private sector employment and agriculture.

The dominant number of earning members per family among the marketers is one or two.

The dominant family income per month among the marketers is 80000 to 100000. The dominant

„years of experience‟ in marketing is 10.01 to 15 years and above 20 years. The years of

experience among the marketers in OR is higher than that among the marketers in UOR. The

dominant annual turnover among the marketers is Rs.20.01 to 40.00 lakhs and less than Rs.10

lakhs.

Reasons for Choosing Retailing

The reasons for choosing retailing as their business among the marketers have been

discussed by ten reasons. The highly viewed reasons by marketers in UOR are „gaining industry‟

and „relatives in the field‟ whereas among the marketers in UOR, these two are „low investment‟

and „achievement orientation‟. The significant difference among the two groups of marketers has

been noticed in their view on eight out of 10 reasons.

Customer Orientation among the Marketers

The customers‟ orientation among the marketers is measured with the help of 12

variables. The important factors in customers orientation identified by the factor analysis are

customer care, communication and handling of customer complaints. The higher level of

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customers‟ orientation is noticed among the marketers in OR compared to marketers in UOR.

The significant difference among the marketers in OR and UOR has been noticed in the case of

all three factors in customers orientation. The important discriminant factor among the marketers

in OR and UOR is customer care which is higher among the marketers in OR compared to

marketers in UOR. The significantly associating important profile variables regarding the level

of customers‟ orientation among the marketers are level of education, years of experience and

annual sales turnover.

Relationship Marketing Orientation (RMO)

The relationship marketing orientation among the marketers is measured with the help of

23 variables. The important factors in RMO narrated by the factor analysis are trust, bonding,

communication, shared value, empathy and reciprocity. The highly viewed factor in RMO by the

marketers in OR are shared value and trust whereas among the marketers in UOR, these two are

communication and shared value. The significant difference among the two groups of marketers

has been noticed in their level of trust, bonding, shared value and reciprocity. The level of

relationship marketing orientation is noticed as higher among the marketers in OR compared to

the marketers in UOR. The significantly associating important profile variables regarding their

level of RMO are age, occupational background, family income, years of experience and annual

turnover. The important discriminant RMO factors among the marketers in OR and UOR are

trust and bonding which are higher among the marketers in OR compared to customers in UOR.

Implementation of Relationship Marketing Practices (RMP) at the Retail Outlets

The implementation of RMP at the retail outlets is discussed by the implementation of

relationship marketing practices, customer relationship management practices, relationship

intention practices, relationship marketing activities, relationship marketing tactics, relationship

marketing strategies and relationship marketing bonding practices.

Relationship Marketing Practices at the Retail Outlets

The implementation of relationship marketing practices (RMP) at the retail outlets are

discussed by 20 variables. The highly implemented variables in RMP among the marketers in

OR are „‟multi product lines‟ and „customer analysis‟ whereas among the marketers in UOR,

these two are „door service‟ and „many new products‟ respectively. The significant difference

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among the two groups of marketers has been noticed in the case of implementation of all 20

variables in RMO.

The important factors in RMP narrated by factor analysis are service quality,

customization, long term value and complexity of service. The highly implemented factors in

RMP by the marketers in OR are „complexity of services‟ and „customization‟ whereas among

the marketers in UOR, these two are „complexity of service‟ and „long term value‟. The

significant difference among the two groups of marketers has been noticed in the case of all four

factors in RMP. In total, the level of implementation of RMP is higher among the marketers in

OR compared to marketers in UOR.

The significantly associating important profile variables with the implementation of RMP

are level of education, occupational background; years of experience, marital status, and annual

sales turnover. The important discriminant RMP among the marketers in OR and UOR are „long

term value‟ and „service quality‟ which are higher among the marketers in OR compared to

marketers in UOR.

Customer Relationship Management Practices (CRBP)

The rate of implementation of CRBP among the marketers is measured with the help of

24 variables. The highly implemented variables by the marketers in OR are „promises of service‟

and „consistent, fair and reliable service‟ whereas among the marketers in UOR, these two

variables are „systems friendliness‟ and „service differentiation‟. The significant difference

among the two groups of marketers has been noticed in the implementation of 21 out of 24

variables in it. The important factors in CRBP by the factor analysis are relationship,

communication, service and personalization.

The highly implemented factors by the marketers in OR are „relationship‟ and „service‟

whereas among the marketers in UOR, these two are „personalization‟ and „service‟. The

significant difference among the two groups of marketers has been noticed in the implementation

of 3 out of 4 factors in CRBP. The level of implementation of CRBP is higher among the

marketers in OR compared to marketers in UOR. The significantly associating important profile

variables regarding the level of implementation of CRBP are „level of education‟, „years of

experience‟ and „annual sales turnover‟. The important discriminant factors among the marketers

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in OR and UOR is „service‟ which is higher among the marketers in OR compared to marketers

in UOR.

Implementation of Relationship Intention Practices (RIP)

The implementation of RIP among the marketers is studied with the help of 20 variables.

The highly implemented variables by the marketers in OR are „correct forecasting‟ and „offer

better service compared to others‟ whereas among the marketers in UOR, these „are fear of

losing services‟ and „fear of losing objectives‟. The significant difference among the marketers in

OR and UOR has been noticed in the level of implementation of 17 out of 20 variables in RIP.

The important factors in relationship intention practices narrated by factor analysis are

„involvement‟, „feedback‟, „expectations‟, „forgiveness‟ and „fear of loss‟.

The highly implemented factors in RIP by the marketers in OR are „feedback‟ and

„expectations‟ whereas among the marketers in UOR, these two are „fear of loss‟ and „feedback‟.

The significant difference among the two groups of marketers has been noticed in their

implementation of four out of five factors in RIP. The level of implementation of RIP is higher

among the marketers in OR compared to marketers in UOR. The significantly associating

important profile variables regarding the implementation of RIP are age, level of education,

occupational background, years of experience and annual sales turnover. The important

discriminant factors in RIP among the marketers in OR and marketers in UOR are „involvement‟

and „feedback‟ which are higher among the marketers in OR compared to marketers in UOR.

Implementation of Relationship Marketing Activities (RMA)

The RMA in the present study is discussed by „relationship advertising‟, „two way

communication‟, „data-base marketing‟, „promotional activities‟, „public relation activities‟,

„face-to-face contacts‟, „listening activities‟ and „ service related activities‟. The highly

implemented activity by the marketers in OR and UOR are „service related activities‟. The

significant difference among the two groups of marketers has been noticed in the implementation

of five out of eight RMA. The level of implementation of RMA is higher among the marketers in

OR compared to marketers in UOR.

The significantly associating profile variables regarding the implementation of RMA are

age, level of education, years of experience and annual sales turnover. The important

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discriminant RMA among the marketers in OR and UOR are „relationship advertising‟ and

„service related activities‟ which are higher among the marketers in OR compared to marketers

in UOR.

Implementation of Relationship Marketing Tactics (RMT)

The RMT in the present study is examined by „brand reputation‟, „alternative attachment‟

and „emotions‟. The highly implemented RMT by the marketers in OR and UOR is „brand

reputation‟. The significant difference among the two groups of marketers has been noticed in

the implementation of all three factors in RMT. The level of implementation of RMT is higher

among the marketers in OR compared to marketers in UOR. The significantly associating

important profile variables regarding the level of implementation of RMT are age, level of

education, family income and annual sales turnover. The important discriminant RMT among the

marketers in OR and UOR is „brand reputation‟ which is higher among the marketers in OR

compared to marketers in UOR.

Implementation of Relationship Marketing Strategies (RMS)

The level of implementation of relationship marketing strategies is examined by the

implementation of „relationship cultivation‟, „personalization‟, „ease of communication‟ and

„privacy‟. The highly implemented factors in RMS by the marketers in OR and UOR are

„relationship cultivation‟ and „privacy‟. The significant difference among the two groups of

marketers has been noticed in the case of implementation of three out of four factors in RMS.

The significantly associating important profile variables regarding the level of implementation of

RMS are years of experience and annual sales turnover. The important discriminant RMS

among the marketers in OR and UOR is „relationship cultivation‟ which is higher among the

marketers in OR compared to marketers in UOR.

Implementation of Relationship Marketing Bonds Practices (RMBP)

The implementation of RMBP in the retail units are examined by financial bonds,

structural bonds, social bonds and honesty bonds. The highly implemented factors in RMBP by

the marketers in OR and UOR are „honesty bonds‟ and „structural bonds‟ respectively. The

significant difference among the marketers in OR and UOR has been noticed in the case of three

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out of four RMBP. The level of implementation of RMBP is higher among the marketers in OR

compared to marketers in UOR.

The significantly associating important profile variables regarding the level of

implementation of RMBP are level of education, years of experience and annual sales turnover.

The important discriminant RMBP among the marketers in OR and UOR are financial bonds and

social bonds which are higher among the marketers in OR compared to marketers in UOR.

Implementation of Relationship Marketing Practices (RMP) at the Retail Units

The highly implemented RMPs by the marketers in OR are relationship marketing

bonding practices and relationship marketing strategies whereas among the marketers in UOR,

these two are also the same. But the significant difference among the two groups of marketers

has been noticed in the implementation of all seven RMPs. In total, the level of implementation

of RMP is higher among the marketers in OR compared to marketers in UOR.

The significantly associating profile variables regarding the level of implementation of

RMP are age, level of education, occupational background, family income, years of experience

and annual sales turnover. The important discriminant RMP among the two groups of marketers

is relationship marketing practices and activities which are higher among the marketers in OR

compared to marketers in UOR.

Determinants of Implementation of RMP among the Marketers

The determinants of implementation of RMP among the marketers are discussed by 20

variables. The highly viewed variables by marketers in OR and UOR are „strategic necessity‟

and „availability of financial resources‟ respectively. The significant difference among the two

groups of marketers has been noticed in their view on 12 out of 20 variables. The important

determinants identified by the factor analysis are „competition pressure‟, „customer pressure‟,

„business expertise‟, „financial resources‟ and „external support‟.

The highly viewed important factors by the marketers in OR and UOR are competition

pressure and financial resources. The significant difference among the two groups of marketers

has been noticed in their view on 3 out of five factors. The significantly associating important

profile variables regarding the view on factors are occupational background, family income,

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years of experience and annual sales turnover. The important discriminant factors among the two

groups of marketers are „business expertise‟ and „competition pressure‟.

Impact of Determinants on the Level of Implementation of RMP

The significantly and positively influencing determinants on the level of implementation

of RMP among the marketers in OR are „competition pressure‟ and „external support‟ whereas

among the marketers in UOR, these are „customer pressure‟ and „financial resources‟. The rate of

impact of determinants is higher among the marketers in OR compared to marketers in UOR.

The important influencing factors on the rate of implementation of RMP are business expertise

and financial resources.

Impact of Customer and Relationship Orientation on the Level of Implementation of RMP

The significantly influencing factors in customer orientation on the level of

implementation of RMP among the marketers in OR is customer care and handling of customer

complaints whereas among the marketers in UOR, it is only customer care. The higher impact of

customer orientation is noticed among the marketers in OR compared to marketers in UOR.

The significantly influencing factors in RMO on level of implementation of RMP among

the marketers in OR are trust, bonding and empathy whereas among the marketers in UOR, these

are shared value, empathy and reciprocity. The higher impact of RMO on the implementation of

RMP is noticed among the marketers in OR compared to marketers in UOR.

Outcome of Implementation of RMP at Retail Outlets

The outcome of implementation of RMP at retail outlets are examined by customer

satisfaction, customer value, customer trust, customer commitment, customers engagement,

economic satisfaction and social satisfaction.

Customer Satisfaction at Retail Outlets

The level of customer satisfaction on retail outlets is measured with the help of four

variables. The highly viewed variable by marketers in OR and UOR is „recommend the retailer

to others‟. The significant differences among the two groups of marketers are noticed in the case

of view on all four variables in customer satisfaction.

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Customer Value on Retail Outlets

The customer value on retail outlets is studied with the help of six variables. The highly

viewed variables by the marketers in OR and UOR are „sufficient service offerings‟ and

„additional financial benefits and assistance‟ respectively. The significant difference among the

marketers in OR and UOR has been noticed in their view on all six variables in customer value.

Customer Trust on the Retail Outlets

The customer trust on retail outlets is measured with the help of four variables. The

highly viewed variable by the marketers in OR and UOR are „assurance on redressal‟ and

„provision of good service‟ respectively. The significant difference among the two groups of

marketers has been noticed in their view on all four variables in customer trust.

Customer Commitment in Retail Outlets

One of the outcomes of RMPs included for the study is customer commitment. It is

measured with the help of three variables. The highly viewed variable by the marketers in OR

and UOR is „create a sense of feeling on retailer‟. There is no significant difference among the

marketers in OR and UOR regarding their view on all three variables in customer commitment.

Customer Engagement in Retail Outlets

The level of customer engagement at retail outlets is measured with the help of seven

variables. The highly viewed variable by the marketers in OR and UOR are „exchanging of

views with customer‟ and‟ lot of attention to customers call‟ respectively. The significant

difference among the two groups of marketers has been noticed in their view on all seven

variables in customer engagement.

Economic Satisfaction among the Retailers

The economic satisfaction of the retailers in the present study is measured with the help

of six variables. The highly viewed variable in economic satisfaction by the marketers in OR and

UOR are „effective utilization of resources‟ and „increase in customer traffic‟ respectively. The

significant difference among the two groups of marketers has been noticed in their view on all

six variables in economic satisfaction among the retailers.

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Social Satisfaction among the Retailers

The social satisfaction among the marketers is examined with the help of six variables.

The highly viewed variable in social satisfaction by the marketers in OR and UOR is „mutual

respect of producer and retailers‟. The significant difference among the two groups of marketers

has been noticed in their view on all six variables in social satisfaction.

Level of Outcomes of Retail Management Practices

The highly viewed outcome of RMPs by the marketers in OR are economic satisfaction

and social satisfaction whereas among the marketers in UOR, these are social satisfaction and

economic satisfaction. The significant difference among the marketers in OR and UOR has been

noticed in their view on six out of seven outcomes of RMPs. The significantly associating

important profile variables regarding the view on outcomes of RMPs are family income, years of

experience and annual sales turnover. The important discriminant outcome of RMPs among the

marketers in OR and UOR are economic and social satisfaction which are higher among the

marketers in OR compared to marketers in UOR. In total, the outcome of RMPs is higher among

the marketers in OR than that among the marketers in UOR.

Impact of RMPs on Customer Satisfaction in Retail Outlets

The significantly and positively influencing RMPs on customer satisfaction on retail

outlets as per the view of marketers in OR are relationship marketing practices, activities, tactics,

strategies and bonding practices whereas among the marketers in UOR, these are relationship

marketing practices, activities and strategies. The higher impact of RMP on the customer

satisfaction is identified among the marketers in OR compared to the marketers in UOR. The

important RMPs which influence on the customer satisfaction are relationship marketing

activities and relationship management practices.

Impact of RMPs on Customer Value on Retail Outlets

The significantly and positively influencing RMPs on the customer value on retail outlets

as per the view of marketers in OR are relationship marketing practices, intention practices,

marketing activities, marketing strategies and bonding practices whereas among the marketers in

UOR, these are relationship marketing practices, marketers strategies and bonding practices. The

higher impact of RMPs are noticed among the marketers in OR compared to marketers in UOR.

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In total, the important RMPs influence on the customer value on retail outlets are relationship

marketing strategies and relationship marketing bonding practices.

Impact of RMPs on Customer Trust on Retail Outlets

The significantly and positively influencing RMPs on the level of customer trust on retail

outlets as per the view of marketers in OR are retail marketing practices, customer relationship

management practices, relationship marketing activities, marketing tactics, and bonding practices

whereas among the marketers in UOR, these RMPs are relationship marketers activities and

strategies. The higher impact of RMPs on the level of customer trust is noticed in organized

outlets compared to unorganized outlets. In total, the important RMPs influences on the level of

customer trust are relationship marketing activities and practices.

Impact of RMPs on Customer Commitment

The significantly influencing RMPs on the level of customers commitment in OR are

relationship management practices, relationship marketing activities, and strategies whereas in

UOR, these are relationship marketing practices and marketing strategies. The higher impact of

RMPs on the level of customer commitment is noticed among the marketers in OR compared to

marketers in UOR. In total, the important RMPs which influence on the level of customer

commitment are relationship marketing practices and strategies.

Impact of RMPs on Customer Engagement in Retail Outlets

The significantly and positively influencing RMPs on the level of customer engagement

in organized retail outlets are relationship marketing practices, customer relationship

management practices, relationship intention practices, relationship marketing activities, and

strategies whereas in the unorganized retail outlets, these are relationship marketing practices,

relationship marketing activities and relationship marketing bonding practices. The higher

impact of RMP is noticed in the organized outlets compared to unorganized retail outlets. In

total, the important RMPs influence on the level of customer engagement is relationship

marketing activities and practices.

Impact of RMPs on Economic Satisfaction among the Marketers

The significantly and positively influencing RMPs on the level of economic satisfaction

among the marketers in OR are relationship marketing practices, customer relationship

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management practices, relationship marketing activities and relationship marketing strategies

whereas among the marketers in UOR, these RMPs are relationship marketing practices and

activities. The higher impact of RMPs on the level of economic satisfaction is noticed among the

marketers in OR compared to the marketers in UOR. In total, the important RMPs influences the

economic satisfaction among the marketers are relationship marketing activities and strategies.

Impact of RMPs on Social Satisfaction among the Marketers

Among the marketers in OR, the significantly and positively influencing RMPs on the

level of social satisfaction are relationship marketing practices, customers relationship

management practices, relationship marketing activities, tactics and strategies whereas among

the marketers in UOR, these RMPs are relationship marketing activities and strategies. The

higher impact of RMPs on the level of social satisfaction is noticed among the marketers in OR

compared to marketers in UOR. In total, the important RMPs that influence the social

satisfaction are relationship marketing strategies and activities.

Impact of Customer Orientation on Overall Outcome of RMPs

The significantly and positively influencing factors in customers orientation on the

overall outcome of RMPs among the marketers in OR are customer care, communication and

handling of customer complaints whereas among the marketers in UOR, it is only customers‟

care. The higher impact of customers‟ orientation on the overall outcome of RMPs is noticed

among the marketers in OR compared to the marketers in UOR. In total, the most influencing

factor in customer orientation is „customer care‟.

Impact of Relationship Marketing Orientation (RMO) on Overall Outcome of RMP

The significantly and positively influencing factors in RMO on the level of overall

outcome of RMP among the marketers in OR is trust, bonding and empathy whereas among the

marketers in UOR, these are trust and empathy. The higher impact of RMO on the level of

overall outcome of RMP is noticed in organized outlets compared to unorganized outlets. The

most influencing factor in RMO on the level of overall outcome of RMP is „trust‟.

Impact of RMPs on Overall Outcome of RMPs

The significantly and positively influencing RMPs on the overall outcome of RMPs in

the organized retail outlets are relationship marketing practices, customer relationship

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management practices, relationship intention practices, relationship marketing activities,

strategies and bonding practices whereas in the unorganized outlets, these RMPs are relationship

marketing practices and activities. The higher impact of RMPs on the overall outcome is noticed

in the organized outlets compared to unorganized outlets. In total, the important influencing

RMPs on the overall outcome of RMP are relationship marketing activities and practices.

CONCLUDING REMARKS

The present study concludes that the rate of implementation of relationship marketing

practices is higher in organized outlets compared to unorganized outlets. The profile of marketers

namely level of education, family income and annual sales turnover are significantly associated

with their level of implementation of RMPs. The important determinants of the implementation

of RMPs are business expertise and financial resources. The outcome of the implementation of

RMPs is higher in organized outlets compared to unorganized outlets. The customer orientation

and relationship marketing orientation among the marketers have a significant rate in the

determination of implementation of RMPs and also reap its outcomes. The significantly

influencing RMPs on the level of outcome of RMPs are relationship marketing activities and

practices. Hence, the present study reveals the importance of RMPs in the determination of the

performance of the retail outlets. If the retail outlets are well organized, it will produce better

performance to the marketers.