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Chr. Whidya Utami
Economics Faculty at Widya Mandala Catholic University-Surabaya
Economics, Econometrics & Finance

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THE STRENGTHENING RELATIONSHIP OUTCOME STRATEGY IN RETAIL BUSINESS IN INDONESIA Chr. Whidya Utami
Jurnal Manajemen Pemasaran Vol. 3 No. 1 (2008): APRIL 2008
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (111.289 KB) | DOI: 10.9744/pemasaran.3.1.pp. 26-34

Abstract

Retail Business covers an activity that involves the sale of goods to customers for their own use rather than to shops. High competition and customers’ retention effort have motivated retailers in seeking a strategy to win the competition. The aims of this paper are: (1) how to implement relationship marketing in retail business in Indonesia, (2) how to implement strengthening relationship outcome strategy in retail business through communication, preferential treatment, personalization, and rewarding. Through communication, preferential treatment, personalization, and rewarding, it is expected to be able to create a long term and continuous relationship.
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