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Analysing relationship quality and its contribution to consumer relationship proneness

 

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Opened Access Analysing relationship quality and its contribution to consumer relationship proneness
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Author: Cambra-Fierro, Jesús
Centeno, Edgar
Olavarría, Ana
Vázquez-Carrasco, Rosario
Coordinator/Director: Rondán Cataluña, Francisco Javier
Date: 2017
Published in: XXIX Congreso de Marketing AEMARK (2017), p 720-734
ISBN/ISSN: 978-84-17129-34-7
Document type: Presentation
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 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.
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Format: PDF

URI: https://hdl.handle.net/11441/78080

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