Retail credit usage and relationship marketing

Abstract

Takes an initial look at ways consumers use credit and how differences in credit usage by store type may be used to develop relationship building marketing programs. Retailers are recognizing the importance of developing and maintaining long‐term relationships with customers. Using credit usage information is one way of identifying consumers’ purchasing behavior. Illustrates how differences in retail credit usage could be used to individualize marketing efforts by retailers. Also suggests how these efforts will benefit retailers in terms of creating loyal customers.

Citation

Paden, N.L. (1996), "Retail credit usage and relationship marketing", Journal of Consumer Marketing, Vol. 13 No. 2, pp. 26-35. https://doi.org/10.1108/07363769610115384