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Keywords Relationship marketing, Retailing, Services marketing, Consumer behaviourAbstract This study focuses on the potential difficulties in implementing a relationshipmarketing strategy within a retail context. We suggest that a number of attributescharacterise the nature of the service and market structure are influential in anorganisation's ability to implement relationship marketing. Specifically, these arebalance of power; level of involvement with the purchase; professionalism of the serviceprovider; and level of personal contact. Seven dimensions central to relationshipmarketing in a retail context are derived from the literature. Via survey research, theseare evaluated in four service contexts, namely: hairdresser/barber; optician; recreationcentre; and supermarket. Findings indicate that because of the influence of the fourfactors identified above, hairdressers, opticians, and recreation centres are more likely tooperate in conditions that give greater support to the development of relationshipmarketing.IntroductionRelationship marketing (RM) is heralded by some as the new paradigm ofmarketing (see, for example, Coviello et al., 1998; Brodie et al., 1997 andCoviello et al., 1996). The recent rush of publications in the area may giverise to the impression that RM can be applied in any context, yet there is littleempirical evidence to support this. Sheth and Parvatiyar (1995) suggest that``much of the current literature considers relationship marketing, especiallyin consumer markets, to be a completely new phenomenon''.，大小：126 KB