Drivers to relational strategies in retailing

Retailing, at first sight, appears to be an industry suitable for the exploitation of relational strategies. Despite this authors disagree about whether Relationship Marketing strategies are appropriate across the wide spectrum of retailing activities or whether the benefits are limited to certain retail types. This paper seeks to clarify whether a claim for universality can be made or, if not, clarify those “conditions” which most strongly support, or otherwise, the introduction of relational strategies.