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Authors
Advisor(s)
Abstract(s)
In a highly competitive and at the same time very volatile market, it is essential for brands not only to be able to win more customers, but to keep current and profitable ones. Thus, it is imperative to develop positive relationships with customers and that they are long-term. This investigation aims to identify the factors that precede satisfaction and how it influences brand loyalty in the Portuguese market for personal hygiene products. The methodology used was based on a literature review on relationship marketing, brands, satisfaction and loyalty. Subsequently, an online survey distributed through social networks was applied. There were 608 valid responses. The results show that there are three factors that precede satisfaction and that influence it in a positive way. It was also found that there is a very strong and positive relationship between satisfaction and loyalty. Finally, the main conclusions of the work, limitations of the study and guidelines for future research are presented.
Description
Keywords
Marketing Relationship marketing Brand Satisfaction Loyalty
Citation
Costa, A., Antunes, J. (2023). Relationship Marketing, The Way to Customer Satisfaction and Loyalty. In: Reis, J.L., Peter, M.K., Varela González, J.A., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, 345-358, vol 337. Springer, Singapore. https://doi.org/10.1007/978-981-19-9099-1_23.
Publisher
Springer, Singapore