Globalization, competition and market saturation have caused a growing interest by firms in developing strategies directed at creating brand loyalty among their customers, especially in markets with low growth rates. In order to reach this objective, relationship marketing must be applied, which considers the mutual benefits derived from the creation of stable relationships between buyers and sellers. The study herein developed analyses the existence of groups of customers from the service sector who value the offer of relational benefits by the organisation, in which benefits are centred basically on the relationship with the contact personnel. As a result, the customers state greater levels of satisfaction with and loyalty to the organisation.
Marzo‐Navarro, M., Pedraja‐Iglesias, M. and Pilar Rivera‐Torres, M. (2004), "The benefits of relationship marketing for the consumer and for the fashion retailers", Journal of Fashion Marketing and Management, Vol. 8 No. 4, pp. 425-436. https://doi.org/10.1108/13612020410560018
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