Relationship marketing in customer loyalty of commercial galleries in times of COVID-19

The main objective of the study is to determine the level of dependence between relationship marketing and the level of customer loyalty to the brand. The study was conducted through a quantitative approach using the CAWI method. Relationships were determined by several factors. The loyalty factors...

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Autores principales:	Luz Cano, Djanira Castro, Wagner Vicente-Ramos
Formato:	article
Lenguaje:	EN LT
Publicado:	Vilnius Gediminas Technical University 2021
Materias:	relationship marketing customer loyalty Covid-19 trust commitment customer satisfaction Business HF5001-6182
Acceso en línea:	https://doaj.org/article/591597999362468a97714e2ab1a8e2af
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id	oai:doaj.org-article:591597999362468a97714e2ab1a8e2af
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spelling	oai:doaj.org-article:591597999362468a97714e2ab1a8e2af2021-11-12T16:03:33ZRelationship marketing in customer loyalty of commercial galleries in times of COVID-1910.3846/btp.2021.144861648-06271822-4202https://doaj.org/article/591597999362468a97714e2ab1a8e2af2021-11-01T00:00:00Zhttps://journals.vgtu.lt/index.php/BTP/article/view/14486https://doaj.org/toc/1648-0627https://doaj.org/toc/1822-4202 The main objective of the study is to determine the level of dependence between relationship marketing and the level of customer loyalty to the brand. The study was conducted through a quantitative approach using the CAWI method. Relationships were determined by several factors. The loyalty factors are: Differentiation, Personalization, Satisfaction, Loyalty, usually. The relationship marketing indicators are: Trust, Commitment, Customer Satisfaction, Intention to renew the relationship. The survey results were processed using statistical methods. In particular, internal consistency checks performed on the questionnaire with questions to use Cronbach’s alpha. The use of such criteria allows to draw conclusions about the high level of consistency. The coefficient of determination was used for statistical verification of dependence. The results of the calculations confirmed a high level of dependence. Dependence was also confirmed by calculating p-values with a high level of probability. Conclusions were drawn according to the results of the empirical investigation. Luz CanoDjanira CastroWagner Vicente-RamosVilnius Gediminas Technical Universityarticlerelationship marketingcustomer loyaltyCovid-19trustcommitmentcustomer satisfactionBusinessHF5001-6182ENLTBusiness: Theory and Practice, Vol 22, Iss 2 (2021)
institution	DOAJ
collection	DOAJ
language	EN LT
topic	relationship marketing customer loyalty Covid-19 trust commitment customer satisfaction Business HF5001-6182
spellingShingle	relationship marketing customer loyalty Covid-19 trust commitment customer satisfaction Business HF5001-6182 Luz Cano Djanira Castro Wagner Vicente-Ramos Relationship marketing in customer loyalty of commercial galleries in times of COVID-19
description	The main objective of the study is to determine the level of dependence between relationship marketing and the level of customer loyalty to the brand. The study was conducted through a quantitative approach using the CAWI method. Relationships were determined by several factors. The loyalty factors are: Differentiation, Personalization, Satisfaction, Loyalty, usually. The relationship marketing indicators are: Trust, Commitment, Customer Satisfaction, Intention to renew the relationship. The survey results were processed using statistical methods. In particular, internal consistency checks performed on the questionnaire with questions to use Cronbach’s alpha. The use of such criteria allows to draw conclusions about the high level of consistency. The coefficient of determination was used for statistical verification of dependence. The results of the calculations confirmed a high level of dependence. Dependence was also confirmed by calculating p-values with a high level of probability. Conclusions were drawn according to the results of the empirical investigation.
format	article
author	Luz Cano Djanira Castro Wagner Vicente-Ramos
author_facet	Luz Cano Djanira Castro Wagner Vicente-Ramos
author_sort	Luz Cano
title	Relationship marketing in customer loyalty of commercial galleries in times of COVID-19
title_short	Relationship marketing in customer loyalty of commercial galleries in times of COVID-19
title_full	Relationship marketing in customer loyalty of commercial galleries in times of COVID-19
title_fullStr	Relationship marketing in customer loyalty of commercial galleries in times of COVID-19
title_full_unstemmed	Relationship marketing in customer loyalty of commercial galleries in times of COVID-19
title_sort	relationship marketing in customer loyalty of commercial galleries in times of covid-19
publisher	Vilnius Gediminas Technical University
publishDate	2021
url	https://doaj.org/article/591597999362468a97714e2ab1a8e2af
work_keys_str_mv	AT luzcano relationshipmarketingincustomerloyaltyofcommercialgalleriesintimesofcovid19 AT djaniracastro relationshipmarketingincustomerloyaltyofcommercialgalleriesintimesofcovid19 AT wagnervicenteramos relationshipmarketingincustomerloyaltyofcommercialgalleriesintimesofcovid19
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Relationship marketing in customer loyalty of commercial galleries in times of COVID-19

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