Relationship Marketing Practices in Retail Outlets in Selected Districts of Kerala

Abstract

Relationship marketing offers mutual benefits for retailers and their customers. It facilitates customers in reduction of choices.  The marketers are benefitted by improved customer loyalty and referrals. In order to find out the important relationship marketing practices among the organized and unorganized retail outlets in selected districts of Kerala, this descriptive study has been undertaken. It reveals that organized retailers are better in having RMPs compared to unorganized retailers.