Factors Influencing Success of Relationship Marketing in the Retail Industry: A Study on Some Retailers of Selected Geographic Areas of Bangladesh

The study reviews the success factors of relationship marketing in retail industry of specific geographic areas of Bangladesh (Dhaka, Comilla and Chittagong) & incorporates the determinants in a model. Authors focused on some selected retailers of Bangladesh which are Aarong, Meena Bazar, Bata and Persona. This study is based on different types of retailers with diverse characteristics to find out different success factors of relationship marketing in the retail industry of Bangladesh. It is a step toward the continued evolution of the understanding of multiple standards of customer expectations to relationship marketing. By developing a semi-structured questionnaire with Liker scale, the study examines the hypothesized statements & also determines the relationship between the five independent variables and one dependent variable which affect relationship marketing in the retail industry of Bangladesh. A survey was conducted on 100 experienced customers in these particular areas. The proposed graphical model contains five independent variables such as seller's customer orientation (IV1), commitment and trust (IV2), communication (IV3), patience (IV4), timely follow-up (IV5) and one dependent variable- success (DV1).