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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/24824

Title: A Comparison of Customer Relationships between Large Chain Stores and Small Local Stores in the Fashion Industry
Authors: Krstevska, Biljana
Advisors: LEROI-WERELDS, Sara
Issue Date: 2017
Publisher: UHasselt
Abstract: This research investigates customer relationships of two distinct store formats (small local stores and large chain stores) in the fashion industry. The aim is to find out if there are differences between the store formats regarding customer relationships. Relationship marketing theory was used to formulate hypotheses. Shoppers of small local stores and large chain stores in Würzburg, Germany, were surveyed to test the hypotheses. Results indicate that customer relationships significantly differ between the store formats and that small local stores can build stronger customer relationships.
Notes: Master of Management-International Marketing Strategy
URI: http://hdl.handle.net/1942/24824
Category: T2
Type: Theses and Dissertations
Appears in Collections: Master theses

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