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1.2. Aims and Objectives

Aim: To study the relationship marketing in UK Retail sectors

Objectives:

· To focus on retail and relationship marketing

· To identify the various approaches those are used by various sectors for maintaining the relationships between customers and organizations.

· Discuss the challenges that are faced in the retail sectors.

· To examine the experimental results of relationship marketing in different retail sectors.

1.3. Purpose of Study

The main purpose of this research is to study the relationship marketing among the various retail sectors in UK. This report helps many of the organizations in analyzing the relationship marketing as it provides a clear idea on the retail sector and relationship marketing. Relationship marketing mainly focuses on the relationship among customers and organizations, rather concentrating on sales of goods. It will highlight the organization performance with respect to the relationship between industry and consumers.

1.4. Research Context

The present research is done in relationship marketing as it consists of the customer service and improving the quality according to customers taste such that both the customers and organizations are profited in real drive. Relationship marketing is the secret of the successful business marketing (Jane F.Eastham, Liz Sharples and Stephen D.Ball, 2001). The research mainly focuses on the relationship of internal marketing, suppliers, requirements of the markets and there influences how they are co-related with each other (Helen Peck, Martin Christopher and Adrian Payne, 1999). Maintaining good relationship between quality and the services provided by retailers has influenced new customers which have increased the growth of sales such that most of the organizations earn more and more profits (Martin Christopher, Adrian Payne and David Ballantyne, 2002. The present research work will be beneficial for business people who will gain a better understanding regarding retail market and helpful for the organizations that implement relationship management in gaining profits (Bob Stone and Ron Jacobs, 2007). It may be useful for the organizations as it may directly affect people who are involved in generating new ideas. So, the relationships are considered as the key point for the basis of customer choice and company adaption. Relationship marketing involves in using the one-on-one communication in earning the loyalty of customers (GUION, L. A., 2005). These relationships can be easily improved in the organizations if the marketing is part of everyone's job description that is from receptionist to board of directors. This research integrates the customers in designing the products which in turn creates a substance in the relationship. Relationship marketing is the key point to be considered in the retail sector. With the use of retailing most of the companies have improved their growth vigorously.

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