Pricing, Quality, and Engagement as Relationship Marketing Strategies in Sri Lanka’s Online Clothing Sector

Abstract

E-commerce has become a vital platform for small-scale entrepreneurship, with clothing businesses in Sri Lanka increasingly relying on online retail channels. While relationship marketing has been widely studied in developed contexts, its application among small-scale online retailers in emerging economies remains underexplored. This study examines how small-scale online clothing businesses in Sri Lanka employ relationship marketing strategies—focusing on pricing, product quality, and customer engagement—to enhance customer retention. A qualitative case study design was adopted and data were generated through semi-structured interviews with eight entrepreneurs, selected through purposive and snowball sampling, and analyzed thematically. The findings reveal that pricing practices such as competitive pricing, discounts, and flexible payment options foster trust and perceived fairness. Product quality and consistency were shown to be central to credibility and loyalty, with regular updates sustaining customer interest. Customer engagement via social media emerged as the most dynamic relational strategy, where responsiveness, personalization, and transparency cultivated strong relational bonds. Together, these strategies, while traditionally considered part of the marketing mix, functioned as relationship marketing mechanisms that contributed to trust, satisfaction, and long-term loyalty. The study extends relationship marketing theory by showing how small-scale entrepreneurs operationalize relational constructs in practice and offers practical guidance for strengthening online businesses in resource-constrained contexts. Limitations include the small sample size and focus on a single sector, suggesting opportunities for comparative and longitudinal studies. Overall, the study highlights the adaptability and importance of relationship marketing in sustaining small-scale online retail businesses in Sri Lanka.