A Comparison of Customer Relationships between Large Chain Stores and Small Local Stores in the Fashion Industry

Abstract

This research investigates customer relationships of two distinct store formats (small local stores and large chain stores) in the fashion industry. The aim is to find out if there are differences between the store formats regarding customer relationships. Relationship marketing theory was used to formulate hypotheses. Shoppers of small local stores and large chain stores in Würzburg, Germany, were surveyed to test the hypotheses. Results indicate that customer relationships significantly differ between the store formats and that small local stores can build stronger customer relationships.