New Retail Ventures Applying the Relationship Marketing Approach

Abstract: This thesis addresses the issue of customer relationship building in new small retail ventures with a particular focus on individual consumers and application of such relationship marketing concepts as trust, satisfaction, loyalty and value. This research rests upon a qualitative single-case study of a new German retail venture and assumes an interpretivist approach. The main method of inquiry encompasses semi-structured interviews with the venture’s salespeople and management. The relationship building practices are thus analyzed at the individual and strategic levels and grouped around the constructs of trusted relationship, handling the entourage, customer satisfaction, value creation, customer loyalty and management strategy. The research findings demonstrate a surprising awareness in the non-trained salespeople of the relationship marketing principles and their application. In contrast to the existing theories, they assume a personal, friendship-like, honest approach rather than engage in blatant sales. Moreover, the findings reveal the individual and strategic customer handling practices deviating from the established ones, which is presumably connected to the high-involvement nature of products and services. This thesis therefore develops a theoretical model of relationship development and provides corresponding managerial recommendations.