Implementing Relationship Marketing in the Luxury Sector

Relationship marketing has been gaining momentum as business entities realize that short-term sales/transaction orientation has several pitfalls for building customer loyalty and continued patronage. Relationship marketing has the potential to improve marketing productivity. What is the previous research on relationship marketing in the luxury sector of China? Which are the various techniques of relationship marketing practiced in luxury companies? How do these practices correlate with the performance of such luxury companies? These and related issues are the focus of this empirical investigation. The methodology used in the study consisted of a survey among 98 luxury companies in the northeast of China and the findings of the survey conducted among the luxury companies are analyzed. Furthermore the paper provides a discussion on the nature and scope of relationship marketing and proposes some recommendations to assist luxury firms in China in the implementation of this new marketing concept. Finally the concluding note of this study suggests suitable techniques, which can be used to make the concept of relationship marketing successful among the luxury sector in China