Relationship marketing and micro-retailer brand in traditional markets

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.