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Valoración De Los Resultados Organizacionales Derivados Del Marketing Relacional Atendiendo A Las Características Del Cliente /

  • Marzo Navarro, M.

    ()

    (Universidad de Zaragoza (España))

  • Pedraja Iglesias, M.

    ()

    (Universidad de Zaragoza (España))

  • Rivera Torres, P.

    ()

    (Universidad de Zaragoza (España))

Registered author(s):

    La globalización, la competencia y la saturación de los mercados han provocado un creciente interés de las empresas por desarrollar un Marketing de Relaciones. Para ello, es fundamental determinar el tipo de cliente que valora los beneficios derivados de la aplicación de una estrategia relacional por parte de la organización y que, para corresponder, está dispuesto a desarrollar, voluntariamente, comportamientos que ayuden a la organización a alcanzar sus objetivos. Los resultados obtenidos muestran que los beneficios relacionales son valorados más positivamente por los clientes de mayor edad y son estos clientes quienes están más dispuestos a cooperar con la distribución adecuada del servicio. Por su parte el sexo muestra su influencia en la fidelidad. / 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.

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    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 12 (2006)
    Issue (Month): 3 ()
    Pages: 151-166

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    Handle: RePEc:idi:jiedee:v:12:y:2006:i:3:p:151-166
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