Abstract
Maintaining customer relationships has been identified as a primary and enduring problem for small firms. Database marketing, often touted as a means to improve customer relationships, is scarce in small firms. This paper examines relationship marketing, database, retail and small business literature to determine the appropriateness of a database-oriented marketing approach for small retail firms. This review concludes that small retail firms may benefit from the adoption of a database-oriented relationship marketing program, but that the firm must carefully consider its customer orientation, consumption norms in its sector, financial capabilities, and managerial resources and attitudes, before adopting such an approach.
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