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Beneficios Relacionales, Satisfacción Y Lealtad En El Comercio Minorista: Una Comparativa Intersectorial / Relationship Benefits, Satisfaction, And Loyalty In Retailing Activities. An Intersectorial Comparation

Author

Listed:
  • Ruiz Molina, M.E.

    () (Universidad de Valencia (España))

  • Gil Saura, I.

    () (Universidad de Valencia (España))

  • Berenguer Contrí, G.

    () (Universidad de Valencia (España))

Abstract

En el contexto del marketing de relaciones, resulta de gran importancia para el establecimiento minorista identificar el tipo de beneficios de la relación que influye en mayor medida sobre sus resultados en términos de satisfacción del cliente y lealtad hacia el minorista, de manera que se garantice una relación continua y satisfactoria. Dichos beneficios pueden tener distinto peso en función del tipo de actividad llevada a cabo por el minorista. El presente trabajo pretende analizar empíricamente un modelo que refleje los distintos tipos de beneficios relacionales obtenidos por los clientes, así como los beneficios obtenidos por la organización en términos de lealtad del consumidor para cuatro tipos de actividades del comercio minorista. Como resultado, observamos el papel de los beneficios de la confianza como antecedente de la satisfacción del cliente, y el efecto de ésta sobre la lealtad. / 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.

Suggested Citation

  • Ruiz Molina, M.E. & Gil Saura, I. & Berenguer Contrí, G., 2009. "Beneficios Relacionales, Satisfacción Y Lealtad En El Comercio Minorista: Una Comparativa Intersectorial / Relationship Benefits, Satisfaction, And Loyalty In Retailing Activities. An Intersectorial C," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 15(1), pages 95-108.
  • Handle: RePEc:idi:jiedee:v:15:y:2009:i:1:p:95-108
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