Relationships of retail chains with customers – global approach

• Authors: Bilińska-Reformat Katarzyna , Dewalska-Opitek Anna

Title variants

PL

Relacje sieci handlu detalicznego z klientami w ujęciu globalnym

• Languages of publication: EN

Abstracts

EN

The goal of the paper is to identify activities of global retail chains in the sphere of development of relationships with customers through indication of specific business practices. For the purpose of achievement of assumed goals the methods of analysis of the literature of the subject and case studies are applied, webpages of global retail chains are reviewed. Global retail chains operate in a very competitive environment, what makes them search for effectiveness. Relationship marketing is perceived by retail chains to be an important source of competitive advantage.

PL

Celem artykułu jest przedstawienie marketingu relacyjnego jako ważnego źródła budowy przewagi konkurencyjnej globalnych sieci handlowych. Sieci te, stosując marketing relacji, budują trwałe powiązania ze swoimi rynkami docelowymi i w coraz szerszym zakresie wykorzystują koncepcje marketingu relacji w praktykach swojego działania. W artykule posłużono się metodą analizy literatury przedmiotu, stron internetowych badanych sieci oraz opisem konkretnych działań sieci handlowych w zakresie wykorzystania marketingu relacji w oddziaływaniu na klientów.

Keywords

EN

Customers; Global market; Relationship marketing; Retail chains

PL

Klient; Marketing relacji; Rynki globalne; Sieci handlowe

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Studia Ekonomiczne
• Year: 2018
• Volume: 360
• Pages: 50-63

Contributors

author

Bilińska-Reformat Katarzyna

• University of Economics in Katowice. Faculty of Management. Department of Marketing Management and Tourism

author

Dewalska-Opitek Anna

• University of Economics in Katowice. Faculty of Management. Department of Organizational Relationship Management

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Identifiers

ISSN

2083-8611