IDEAS home Printed from https://ideas.repec.org/a/taf/reroxx/v30y2017i1p368-380.html
   My bibliography  Save this article

How do offline and online environments matter in the relational marketing approach?

Author

Listed:
  • Mar Gómez
  • Belén González-Díaz
  • David Martín-Consuegra
  • Arturo Molina

Abstract

The goal of this study is to analyse the relational benefits that the clients of banks, insurance companies, and travel agencies receive according to whether they maintain an offline or online relationship with the company. The development of an index, called the Relational Benefits Index, allows for a comparison of differences that arise between the measures of confidence benefits, social benefits, and special treatment benefits. The results demonstrate significant differences according to the type of service business and channel used, affecting the importance that consumers place on the offline channel when they want to maintain a stable relationship with a service business.

Suggested Citation

  • Mar Gómez & Belén González-Díaz & David Martín-Consuegra & Arturo Molina, 2017. "How do offline and online environments matter in the relational marketing approach?," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 30(1), pages 368-380, January.
    • Handle: RePEc:taf:reroxx:v:30:y:2017:i:1:p:368-380
    DOI: 10.1080/1331677X.2017.1311224
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/1331677X.2017.1311224
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/1331677X.2017.1311224?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:reroxx:v:30:y:2017:i:1:p:368-380. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rero .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.