Relationship marketing and regular customer cards: daily product retailing in Finland
Abstract
Investigates the characteristics of the regular customer cards of four major Finnish retail organizations in the daily product sector with respect to the basic characteristics of (customer) relationship marketing. The purpose is to study whether, and to what degree, relationship marketing is the right framework in this regard for today’s retailing in Finland, and how this “new paradigm” can be applied in future to improve the effectiveness of the regular customer cards. Regular customer cards are found to correspond to relationship marketing mainly on its lowest level, and thus at a level where the benefits of relationship marketing are lowest as well. Alternatively, the regular customer systems and programmes are not yet developed enough to take advantage fully of the possibilities of relationship marketing. There is a lot of potential to improve regular customer systems and cards towards more relationship‐based marketing in the daily product sector in retailing by customization, augmentation, and internal marketing.
Keywords
Citation
Boedeker, M. (1997), "Relationship marketing and regular customer cards: daily product retailing in Finland", Marketing Intelligence & Planning, Vol. 15 No. 6, pp. 249-257. https://doi.org/10.1108/02634509710184820
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited