Beneficios relacionales, satisfacción y lealtad en el comercio minorista: Una comparativa intersectorial

In Relational marketing it is highly important for retailers to identify the type of benefits from the relationship with major influence in customer satisfaction and loyalty towards the retailer, in order to guarantee a continuous and satisfactory relationship. The above mentioned benefits can have...

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Bibliographic Details
Published inInvestigaciones europeas de dirección y economía de la empresa Vol. 15; no. 1; pp. 95 - 108
Main Authors Ruiz Molina, M. E, Gil Saura, Irene, Berenguer Contrí, Gloria
Format Journal Article
LanguageSpanish
Published Amsterdam Elsevier 2009
Subjects
loyalty
relationship benefits
relationship marketing
retailing
satisfaction
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Summary:In Relational marketing it is highly important for retailers to identify the type of benefits from the relationship with major influence in customer satisfaction and loyalty towards the retailer, in order to guarantee a continuous and satisfactory relationship. The above mentioned benefits can have different importance according to the type of activity carried out by the retailer. The present paper aims at analyzing empirically a model that reflects the different types of relational benefits perceived by customers, as well as the benefits obtained by the organization in terms of customer loyalty for four types of retailing activities. As result, we observe the role of confidence benefits as an antecedent of customer satisfaction, and the effect of the latter on customer loyalty.
ISSN:1135-2523
DOI:10.1016/S1135-2523(12)60080-X