| Summary: | Relationship Marketing, as a new marketing paradigm, has stimulated considerable interests in both the business and the academic world in recent years. It has been believed that companies can achieve success in the long run by maintaining relationships with their customers and business associates. However, the most of the research on relationship marketing focuses on the Western perspectives, and the current literature on relationship marketing in the Asian retail sector is relatively under-researched. Therefore, the aim of this research is to provide some insight into relationship marketing in this sector and country. It seeks to unravel the nature of relationship marketing applied in Chinese retail market, its benefits and key factors of relationship marketing implementation.
This research contributes to the discussion by providing the analysis of the relationship formation process in Chinese retail market. The research design follows the case study methodology, and qualitative data are gathered from interviews with managers and customers in the related research field. The data collected through the interviews provide a vital resource of relationship marketing and its practical approach in the Chinese retail market.
Findings have shown that relationship marketing in Chinese retail market is regarded as luxury, the dominant marketing strategies employed in this market is still transactional marketing.
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