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    Relationship marketing and micro-retailer brand in traditional markets

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    Date
    2013
    Author
    Theerachun, Sanatcha
    Speece, Mark
    Zimmerman, Willi
    Type
    Journal Article
    Peer-Reviewed
    Metadata
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    Abstract
    Micro-retailers in the developing world face tough competition from the modern retail sector, and there is some question about their long-term viability. The key to a sustainable role in retailing as the economy modernizes is continuing loyalty among the expanding middle class. We use in-depth interviews among traditional micro-retailers and their customers in Bangkok to illustrate that 1 segment of middle-class customers does see substantial value in continuing to patronize traditional micro-retailers. The service interaction and buyer-seller relationships are vital to customer loyalty for these traditional micro-retailers. Based on this, it seems likely that at least some traditional micro-retailers will be able to survive and prosper as the food retail environment modernizes in Thailand.
    URI
    https://dspace.auk.edu.kw/handle/11675/7630
    External link
    http://dx.doi.org/10.1080/08974438.2013.726955
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    • College of Business & Economics [192]

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