Analysing Relationship Quality Perspectives in Indian Retail

Heightened competition and increasing customer sophistication compel marketers to explore sustainable ways of gaining competitive advantage. The dynamics of market forces coupled with information and technology changes makes it difficult for the service organisations to crave a position in the marketplace. Service providers have realised that building and sustaining long-term relations with customers can not only grant success and profits to an organisation but also ensure its survival in a highly competitive environment. In the light of thriving significance of retail services in Indian context,retailers need to invest in customer relationships. Retail relationship quality can prove to be a key element for building and strengthening bonds with customers both at the employee as well as at the store level and thereby create a loyal customer base for firm. The present paper seeks to contribute theoretically and empirically to the literature pertaining to retail relationships by analysing the construct of relationship quality across demographics of modern retail stores in Indian context.