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Efectos derivados de la puesta en pr ctica del marketing de relaciones en los servicios profesionales



El objetivo del presente trabajo es identificar la influencia sobre el consumidor y sobre el resultado empresarial de dos dimensiones b sicas de los servicios profesionales: la dimensi¢n formal o calidad del servicio prestado y la dimensi¢n informal o interacci¢n personal con el cliente. Sobre la base te¢rica del marketing de relaciones, se analiza c¢mo influyen los aspectos formales e informales del servicio en el proceso de mantener e intensificar las relaciones con el cliente. Para ello se analiza el impacto de estas dimensiones sobre la percepci¢n en t‚rminos de satisfacci¢n, confianza o intenci¢n futura de compra. El contraste emp¡rico de las hip¢tesis propuestas se ha llevado a cabo en el mbito de las relaciones entre consultorios odontol¢gicos y sus clientes utilizando informaci¢n suministrada por ambas partes.

Suggested Citation

  • Carvalho Filho, Paolo Freire de & Camarero Izquierdo, Carmen, 2003. "Efectos derivados de la puesta en pr ctica del marketing de relaciones en los servicios profesionales," Working Papers "New Trends on Business Administration". Documentos de Trabajo "Nuevas Tendencias en Dirección de Empresas". 2003-03, Interuniversity Research Master and Doctorate Program (with a quality mention of ANECA) on "Business Economics", Universities of Valladolid, Burgos, Salamanca and León (Spain). Until 2008, Interuniversity Doctorate Program (with a quality mention of ANECA) “New trends in Business Administration”, Universities of Valladolid, Burgos, and Salamanca (Spain). Master en Investigación y Programa de Docto.
  • Handle: RePEc:ntd:wpaper:2003-03

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