Tipología de clientes del comercio minorista desde la perspectiva del Márketing relacional.

Abstract

The existence of Relationship Marketing is based on maintaining a continuous relationship between an organisation and its clients, whereby the parties involved in the relationship obtain benefits that are derived from the same. Thus, if the clients perceive benefits from a relationship, they should be more inclined to carry out a series of actions that benefit the other party, meaning the organisation, whereby a mutually beneficial relationship is established. But, are there really clients who, according to the benefits that they receive, are willing to help an organisation to achieve its objectives?. This study endeavours to answer this question through the determination and subsequent characterisation of client groups according to the voluntary actions that they carry out in favour of a retail organisation.