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Relationship Marketing, The Way to Customer Satisfaction and Loyalty

2023-05Book part Open access
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dc.contributor.authorCosta, Adriano
dc.contributor.authorAntunes, Joaquim
dc.date.accessioned2023-05-15T14:27:07Z
dc.date.available2023-05-15T14:27:07Z
dc.date.issued2023-05
dc.description.abstractIn 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.pt_PT
dc.description.sponsorshipThis work is supported by National Funds through FCT—Fundação para a Ciência e a Tecnologia, I.P., under the project Refª UIDB/05583/2020 and UIDB/04470/2020. We would also like to thank the Centro de Investigación em Serviços Digitais (CISeD) and the Politécnico de Viseu for their support.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationCosta, 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.pt_PT
dc.identifier.doi10.1007/978-981-19-9099-1_23pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.19/7776
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringer, Singaporept_PT
dc.subjectMarketingpt_PT
dc.subjectRelationship marketingpt_PT
dc.subjectBrandpt_PT
dc.subjectSatisfactionpt_PT
dc.subjectLoyaltypt_PT
dc.titleRelationship Marketing, The Way to Customer Satisfaction and Loyaltypt_PT
dc.typebook part
dspace.entity.typePublication
oaire.citation.endPage358pt_PT
oaire.citation.startPage345pt_PT
oaire.citation.volume337pt_PT
person.familyNameAntunes
person.givenNameJoaquim
person.identifier.ciencia-id5111-768D-4E43
person.identifier.orcid0000-0003-4782-9548
rcaap.rightsopenAccesspt_PT
rcaap.typebookPartpt_PT
relation.isAuthorOfPublication30c470ca-bc66-455c-a5bf-859ca408fa42
relation.isAuthorOfPublication.latestForDiscovery30c470ca-bc66-455c-a5bf-859ca408fa42

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