International Journal on Customer Relations

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Relationship Marketing with Loyalty Programs in Uae Retail Markets


Affiliations
1 Ittihad University., United Arab Emirates
     

   Subscribe/Renew Journal


The focus of retail marketing is on customer retention and satisfaction instead of solely selling. The ever changing digital revolution, driven by the spread of internet, mobile technology, and recently the social networking phenomena resulted in a new 'Information Age' of consumers. Due to the ease of access to various information sources, which allows shoppers to compare a variety of available goods and services, this consumer segment is becoming very much price-and-quality sensitive, demanding "more for less" from the shopping experience. The effective use of relationship management strategies will allow retailers to consistently identify and communicate meaningful value chain elements to its market segment, which will ensure differentiation and build on loyalty. The renowned 20-80 rule, states that eighty percent of a company's earnings is produced by twenty percent of its core customers. Based on these findings, many of the most successful retailers have shifted their focus towards CRM strategies which largely embrace the use of loyalty schemes. The purpose of this paper is to identify the various aspects of customer relationship in retailing and to explore the loyalty programs and its future in United Arab Emirates.

Keywords

Customer, Value, Relationship Marketing, Loyalty Programs, Retailing
Subscription Login to verify subscription
User
Notifications
Font Size


  • Baron, S., Conway, T., & Warnaby, G. (2010). Relationship Marketing a Consumer Experience Approach. UK: SAGE Publications Inc.

  • Berman, B., & Evans, J. R. (2010). Retail Management, A Strategic Approach. (11thed.). New Jersey, USA: Prentice-Hall International.

  • Berry, L. L., & Gresham, L. G. (1986). Relationship Retailing: Transforming Customers into Clients. Business Horizons, November/December, 29(6), pp. 43-47.

  • Boussofi ane, S. (1996), “Exploiting data analysis in customer loyalty”, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 5 No. 1, pp. 11-19.

  • Capizzi, M.T. and Ferguson, R. (2005), ‘‘Loyalty trends for the twenty-fi rst century’’, Journal of Consumer Marketing, Vol. 22 No. 2, pp. 72-80, ISSN 0736-3761.

  • Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), pp. 99-113.

  • Egan, J. (2008). Relationship Marketing: Exploring Relational Strategies in Marketing (3rded.). Prentice Hall. pp. 54-61.

  • Godson, M. (2009). Relationship Marketing. New York: Oxford University Press Inc.

  • Gummesson, E. (1999). Total Relationship Marketing. UK: Reed Educational and Professional Publishing Ltd.

  • Harrington, T., & Lambert, D. (1990). Measuring Non-Response Bias in Customer Service Mail Surveys. Journal of Business Logistics, 11(2), pp. 5-22.

  • Kotler, P., & Keller, K. L. (2008). Marketing Management (13thed). NJ: Prentice Hall.

  • Lee, M., & Johnson, K. (1997). Customer Expectation for Service at Apparel Retail Outlets. Journal of Family and Consumer Sciences, 89(4), pp. 26-30.

  • Oztaysi, B., Sezgin, S., & Ozok, Z. (2011). A Measurement Tool for Customer Relationship Management Processes. Industrial Management and Data Systems, 111(6), pp. 943-960.

  • Payne, A., & Frow, P. (2005). A Strategic Framework to Customer Relationship Management. Journal of Marketing, 69(4), pp. 167-176.

  • Reichheld, F. F. (2001). Learning from Customer Defections. Harvard Business School. Retrieved from http://www.profitmatters.ca/Articles/HBR%20Customer%20 Defections.pdf (accessed on 9 July 9, 2011).

  • Reichheld, F. F. (2001). Loyalty Rules! How Today’s Leaders Build Lasting Relationships. USA: Harvard Business School Publishing Corporation.

  • Rowley, J. (2004). Loyalty and Reward Schemes: How Much is Your Loyalty Worth. The Marketing Review, 4(2), pp. 121.

  • Sparks, L., Smith, A., Tzokas, N., & Hart, S. (2004). Delivering Customer Loyalty Schemes in Retailing: Exploring the Employee Dimension. International Journal of Retail & Distribution Management, 32(4), pp. 190-204.

  • Stauss et al (2005), “Customer frustration in loyalty programs”, International Journal of Service Industry Management, Vol. 16 No. 3, pp. 229-52.

  • Stone, B., & Jacobs, R. (2008). Successful Direct Marketing Methods, Interactive, Database, and Customer Marketing for the Multichannel Communication Age (8thed). New York: Mcgraw-Hill.

  • Uncles, Mark D., Hammond, Kathy, Dowling, Graham R. 2003, Customer Loyalty and Customer Loyalty Programs. Journal of Consumer Marketing, 20(4), pp. 294-316.

  • Wong, A., & Sohal, A. (2002). Customers’ Perspective on Service Quality and Relationship Quality in Retail Outlets. Managing Service Quality, 12(6) pp. 424-433.

  • Zikiene, K. & Bakanauskas, A. (2007). Customer Loyalty Programs: Use Aspects. Perspectives and Future Trends, ISSN 1648-9098, 2(9), pp.339-346.


Abstract Views: 556

PDF Views: 8




  • Relationship Marketing with Loyalty Programs in Uae Retail Markets

Abstract Views: 556  |  PDF Views: 8

Authors

V.C.S.M.R. Pujari
Ittihad University., United Arab Emirates

Abstract


The focus of retail marketing is on customer retention and satisfaction instead of solely selling. The ever changing digital revolution, driven by the spread of internet, mobile technology, and recently the social networking phenomena resulted in a new 'Information Age' of consumers. Due to the ease of access to various information sources, which allows shoppers to compare a variety of available goods and services, this consumer segment is becoming very much price-and-quality sensitive, demanding "more for less" from the shopping experience. The effective use of relationship management strategies will allow retailers to consistently identify and communicate meaningful value chain elements to its market segment, which will ensure differentiation and build on loyalty. The renowned 20-80 rule, states that eighty percent of a company's earnings is produced by twenty percent of its core customers. Based on these findings, many of the most successful retailers have shifted their focus towards CRM strategies which largely embrace the use of loyalty schemes. The purpose of this paper is to identify the various aspects of customer relationship in retailing and to explore the loyalty programs and its future in United Arab Emirates.

Keywords


Customer, Value, Relationship Marketing, Loyalty Programs, Retailing

References