TY  - JOUR
AB  - 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.
VL  - 8
IS  - 4
SN  - 1361-2026
DO  - 10.1108/13612020410560018
UR  - https://doi.org/10.1108/13612020410560018
AU  - Marzo‐Navarro Mercedes
AU  - Pedraja‐Iglesias Marta
AU  - Pilar Rivera‐Torres Ma
PY  - 2004
Y1  - 2004/01/01
TI  - The benefits of relationship marketing for the consumer and for the fashion retailers
T2  - Journal of Fashion Marketing and Management: An International Journal
PB  - Emerald Group Publishing Limited
SP  - 425
EP  - 436
Y2  - 2024/04/19
ER  -