文章基本信息

标题：Beneficios y costes en la relación entre minoristas y consumidores: Una comparativa intersectorial
本地全文：下载
作者：Irene Gil Saura ; María Eugenia Ruiz Molina ; Gloria Berenguer Contrí 等
期刊名称：Universia Business Review
印刷版ISSN：1698-5117
出版年度：2008
卷号：3
期号：18
出版社：Universia Business Review
摘要：Relationship marketing is based on the establishment and maintenance of continuous relations between buyer and seller as a source of mutual benefits. In this context, the customer’s perception of benefits and monetary and non-monetary sacrifices derived from his relationship with the retailer is crucial for the existence of an ongoing and successful relationship. However, such a perception may vary greatly depending on the type of service provided. In this paper we analyze customers assessment on the benefits and costs of their relations with four types of distributors.
其他摘要：Relationship marketing is based on the establishment and maintenance of continuous relations between buyer and seller as a source of mutual benefits. In this context, the customer’s perception of benefits and monetary and non-monetary sacrifices derived from his relationship with the retailer is crucial for the existence of an ongoing and successful relationship. However, such a perception may vary greatly depending on the type of service provided. In this paper we analyze customers assessment on the benefits and costs of their relations with four types of distributors.