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Asociación Europea de Dirección y Economia de la Empresa, Vigo >
Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE) >
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| Title: | | Valoración de los resustados organizacionales derivados del marketing relacional atendiendo a las características del cliente (1)  |
| 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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