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dc.contributor.authorMarzo Navarro, Mercedesen_US
dc.contributor.authorPedraja Iglesias, Martaen_US
dc.contributor.authorRivera Torres, P.en_US
dc.identifier.citationInvestigaciones europeas de dirección de la empresa (IEDEE) 1135-2523 12 2006 3 151-166en_US
dc.description.abstractGlobalisation, 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.en_US
dc.publisherAcademia Europea de Dirección y Economia de la Empresa (AEDEM) Vigoen_US
dc.subject.keywordcommitment to the organisationen_US
dc.subject.keywordvoluntary behavioursen_US
dc.subject.keywordsocio-demographic variablesen_US
dc.titleValoración de los resustados organizacionales derivados del marketing relacional atendiendo a las características del cliente (1)en_US
Appears in Collections:Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE)

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