Organization

University of Wales, Lampeter

Project Description

Being a full-time student, I am carring out a research project on customer trust, loyalty and satisfaction in small business.

Project Abstract

Most studies in relationship marketing have focused on B2B and/or service firms [Perrien and Ricard, 1995; Christy et al., 1996; Fournier, 1998], with little attention paid to small businesses. The main objectives of this research are to:
· provide theoretical rationale by linking the literature on relationship marketing with small business settings;
· develop a conceptual framework of analysis linking relationship marketing to customer loyalty in small businesses;
· operationally define the concepts as variables for empirical analysis linking relationship marketing to customer loyalty in small businesses;
· explore and empirically measure the indicators for variables which help relationship marketing enhance customer loyalty to small businesses’ products;
· use the empirical findings for linking relationship marketing to customer loyalty in small businesses; and
· point out further areas of research for applying relationship marketing strategies in small businesses

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