RESEARCH PROJECT

Research project

Executive Summary1

Introduction1

Background1

Relationship exchange model of De Wulf et al.1

Research question1

Hypothesis1

Methodology1

Research design1

Data sources1

Statistical tool2

Conclusion2

References2

Executive Summary

In current era, the retail environment and relationship marketing is getting more important issue in industrial and academic fields as a strategy to develop, manage and evaluate the relationship among customers and retailers. Various studies have been conducted concluding that the concept of relationship marketing is the result which is affected by logical relationship of commitment, trust, relationship quality and relationship satisfaction (Kim & Kim, 2009, pp. 477-489; Lindgreen et al., 2006, pp. 57-71). In the specified studies it is concluded that high level of customer satisfaction increases the loyalty of customers, buying behaviour and anticipation of continuous relationship and motivation to recommend others.

Therefore, the main objective of the study is to explore the important factors for relationship marketing in Tesco Plc.

Quantitative research will be designed and data will be collected from structured questionnaire. Data will be collected through social channels. Factor and regression analysis will be applied using SPSS.

There will be positive result of the research and hypothesis and the result will be in acceptance of the hypothesis.

Introduction

In current era, the retail environment and relationship marketing is getting more important issue in industrial and academic fields as a strategy to develop, manage and evaluate the relationship among customers and retailers. Various studies have been conducted concluding that the concept of relationship marketing is the result which is affected by logical relationship of commitment, trust, relationship quality and relationship satisfaction (Kim & Kim, 2009, pp. 477-489; Lindgreen et al., 2006, pp. 57-71). In the specified studies it is concluded that high level of customer satisfaction increases the loyalty of customers, buying behaviour and anticipation of continuous relationship and motivation to recommend others.

On the other hand, it is noted that most of the retail business executives are dissatisfied with efforts made for relationship marketing, and also the retail customer might not need any relationship with retail business as they think it as a burden. There is a question for building a mutual relationship which benefits both retailers and customer. Therefore, the objective of the study is to identify the factors that can help in developing and maintaining effective relationship of retailers and customers. In every retail store, there are variety products which are offered by retail store and include various functions or activities such as purchasing, consumer service, promotion and control etc. There is a little research conducted by the scholars to identify the factors that can play a vital role in effective retail customer relationship development more specifically the setting in departmental store (Colgate and Danaher, 2000, pp. 375-387).

Therefore, the main objective of the study is to explore the important factors for relationship marketing in Tesco Plc.

Background

Relationship exchange model of De Wulf et al.

This study is based on model relationship exchange model of the customer-retailer relationship exchange. The model concludes that behavioural loyalty of customer is affected by relationship quality perceived by them, which in result is affected by recognized relationship ...