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Title:Valoración de los resustados organizacionales derivados del marketing relacional atendiendo a las características del cliente (1) PDF Logo
Authors:Marzo Navarro, Mercedes
Pedraja Iglesias, Marta
Rivera Torres, P.
Issue Date:2006
Citation:[Journal:] Investigaciones europeas de dirección de la empresa (IEDEE) [ISSN:] 1135-2523 [Volume:] 12 [Year:] 2006 [Issue:] 3 [Pages:] 151-166
Abstract:Globalisation, competition and market saturation have caused a growing interest in firms to develop Relationship Marketing. It is therefore fundamental to determine the kind of customer who values the benefits derived from the application of a relationship strategy by the organisation and who, in correspondence, is willing to voluntarily develop behaviours that may help the organisation to reach its objectives. The results obtained show that relationship benefits are valued more positively by older customers, and these customers are those who are willing to co-operate in the adequate distribution of the service. For its part, gender shows its influence through loyalty.
Subjects:benefits
satisfaction
commitment to the organisation
voluntary behaviours
socio-demographic variables
Document Type:Article
Appears in Collections:Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE)

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