Analysing relationship quality and its contribution to consumer relationship proneness
|Editor||Rondán Cataluña, Francisco Javier|
|Published in||XXIX Congreso de Marketing AEMARK (2017), p 720-734|
|Abstract||Relationship marketing has been the dominant paradigm in the sphere of marketing in the last decades. However, aspects such as globalisation, development of information technologies, or the growing competitiveness pressure ...
Relationship marketing has been the dominant paradigm in the sphere of marketing in the last decades. However, aspects such as globalisation, development of information technologies, or the growing competitiveness pressure have caused the way of approaching relationship management with consumers to change. A consumer feels as the lead character and demands personalised treatment customised to his/her needs and specific characteristics. In this context, relationship quality (RQ) allows to understand the proneness of consumers to keep their commercial relations alive. Several are the studies that analyse RQ antecedents, but none has used a comprehensive management approach that includes resources and capabilities (such as market orientation or knowledge management) that a company has available for management in order to enhance said RQ. Furthermore, we analyse the effect of said perceived quality on the consumer’s proneness to maintain the relationship.
|Cite||Cambra-Fierro, J., Centeno, E., Olavarría, A. y Vázquez-Carrasco, R. (2017). Analysing relationship quality and its contribution to consumer relationship proneness. En XXIX Congreso de Marketing AEMARK (720-734), Sevilla: ESIC.|
This item appears in the following collection(s)
Except where otherwise noted, this item's license is described as: Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Showing items related by title, author, creator and subject.
A longitudinal view of peer-friendship relations and their association with parental attachment bonds Sánchez Queija, María Inmaculada; Oliva Delgado, Alfredo (Asociación de Análisis del Comportamiento, 2015)
A sample of adolescent boys and girls, 13, 15, and 18 years of age, was interviewed in order to describe the changing ...
Rey Moreno, Manuel; Medina Molina, Cayetano (Escuela Universitaria de Estudios Empresariales, 2008)
El impacto diferencial que tiene la calidad de relación en función de ser desarrollada con los empleados, la firma o ...
Sánchez Queija, María Inmaculada; Oliva Delgado, Alfredo (Taylor@Francis, 2003)
Las interconexiones entre diferentes tipos de relaciones sociales es un tema que viene suscitando mucho interés entre los ...