La gestión de la lealtad del cliente a la organización: un enfoque de marketing relacional

Economía industrial, ISSN 0422-2784, Nº 348, 2002 (Ejemplar dedicado a: Nuevas tecnologías y empleo: el caso español), pags. 143-153 01/2002;
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    ABSTRACT: Customers contribute to service quality through their roles as promoters of the firm, co-producers of the firm 's service and consultants to the organization. A model of customer voluntary performance (CVP) is developed and empirically tested with a sample of grocery customers. Customer voluntary performance refers to helpful, discretionary customer behaviors that support the ability of the firm to deliver service quality. Global customer satisfaction, perceived support for customers and customer commitment are considered as antecedents of CVP. Interrelationships among these variables are also considered. The results provide support for eight of the twelve hypothesized relationships. Implications of the study are discussed for researchers and managers.
    Journal of Retailing. 01/1997;
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    ABSTRACT: This research examines the benefits customers receive as a result of engaging in long-term relational exchanges with service firms. Findings from two studies indicate that consumer relational benefits can be categorized into three distinct benefit types: confidence, social, and special treatment benefits. Confidence benefits are received more and rated as more important than the other relational benefits by consumers, followed by social and special treatment benefits, respectively. Responses segmented by type of service business show a consistent pattern with respect to customer rankings of benefit importance. Management implications for relational strategies and future research implications of the findings are discussed.
    Journal of the Academy of Marketing Science 01/1998; 26(2):101-114. · 2.67 Impact Factor
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Jun 4, 2014