The relationship marketing in the process of customer loyalty. Case large construction of Manizales

This paper is based on the model Lindgreen (2001), upholding the relationship marketing should be approached in three dimensions: objectives, definition of constructs and tools, which enable better customer management within organizations. The objective was to determine the characteristics of rela...

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Autores principales:	María Cristina Torres Camacho, Diana Cristina Jaramillo Gómez
Formato:	article
Lenguaje:	EN ES
Publicado:	Universidad Pedagógica y Tecnológica de Colombia 2015
Materias:	Customer loyalty relationship marketing population strategies market strengths weaknesses quality management Business HF5001-6182
Acceso en línea:	https://doaj.org/article/73cfa5b1b6ce452f9f1ecd182c82c7c9
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spelling	oai:doaj.org-article:73cfa5b1b6ce452f9f1ecd182c82c7c92021-12-02T04:39:44ZThe relationship marketing in the process of customer loyalty. Case large construction of Manizales0121-10482422-3220https://doaj.org/article/73cfa5b1b6ce452f9f1ecd182c82c7c92015-06-01T00:00:00Zhttp://revistas.uptc.edu.co/revistas/index.php/inquietud_empresarial/article/view/3922/3410https://doaj.org/toc/0121-1048https://doaj.org/toc/2422-3220This paper is based on the model Lindgreen (2001), upholding the relationship marketing should be approached in three dimensions: objectives, definition of constructs and tools, which enable better customer management within organizations. The objective was to determine the characteristics of relationship marketing as a key factor in the process of Customer Loyalty in the big construction of Manizales Colombia. From a joint perspective, methodology relies on instruments and qualitative and quantitative analysis of court. The results tend to confirm that developers recognize the importance of Relational Marketing but not raised as a policy or have not defined in its strategic plan; additionally, expressed lack of strategies for customer retention, however, these remain loyal because the construction work on meeting your needs, based on trust, commitment and communication. To conclude, the faithful customers perceive that construction does not periodically evaluate their satisfaction with the purchased product, also claim that they show little interest in understanding the perception, make personal meetings, making constant communication through phone calls and meet their tastes and preferences.María Cristina Torres CamachoDiana Cristina Jaramillo GómezUniversidad Pedagógica y Tecnológica de ColombiaarticleCustomer loyaltyrelationship marketingpopulationstrategiesmarket strengthsweaknessesquality managementBusinessHF5001-6182ENESInquietud Empresarial, Vol XV, Iss 1, Pp 165-185 (2015)
institution	DOAJ
collection	DOAJ
language	EN ES
topic	Customer loyalty relationship marketing population strategies market strengths weaknesses quality management Business HF5001-6182
spellingShingle	Customer loyalty relationship marketing population strategies market strengths weaknesses quality management Business HF5001-6182 María Cristina Torres Camacho Diana Cristina Jaramillo Gómez The relationship marketing in the process of customer loyalty. Case large construction of Manizales
description	This paper is based on the model Lindgreen (2001), upholding the relationship marketing should be approached in three dimensions: objectives, definition of constructs and tools, which enable better customer management within organizations. The objective was to determine the characteristics of relationship marketing as a key factor in the process of Customer Loyalty in the big construction of Manizales Colombia. From a joint perspective, methodology relies on instruments and qualitative and quantitative analysis of court. The results tend to confirm that developers recognize the importance of Relational Marketing but not raised as a policy or have not defined in its strategic plan; additionally, expressed lack of strategies for customer retention, however, these remain loyal because the construction work on meeting your needs, based on trust, commitment and communication. To conclude, the faithful customers perceive that construction does not periodically evaluate their satisfaction with the purchased product, also claim that they show little interest in understanding the perception, make personal meetings, making constant communication through phone calls and meet their tastes and preferences.
format	article
author	María Cristina Torres Camacho Diana Cristina Jaramillo Gómez
author_facet	María Cristina Torres Camacho Diana Cristina Jaramillo Gómez
author_sort	María Cristina Torres Camacho
title	The relationship marketing in the process of customer loyalty. Case large construction of Manizales
title_short	The relationship marketing in the process of customer loyalty. Case large construction of Manizales
title_full	The relationship marketing in the process of customer loyalty. Case large construction of Manizales
title_fullStr	The relationship marketing in the process of customer loyalty. Case large construction of Manizales
title_full_unstemmed	The relationship marketing in the process of customer loyalty. Case large construction of Manizales
title_sort	relationship marketing in the process of customer loyalty. case large construction of manizales
publisher	Universidad Pedagógica y Tecnológica de Colombia
publishDate	2015
url	https://doaj.org/article/73cfa5b1b6ce452f9f1ecd182c82c7c9
work_keys_str_mv	AT mariacristinatorrescamacho therelationshipmarketingintheprocessofcustomerloyaltycaselargeconstructionofmanizales AT dianacristinajaramillogomez therelationshipmarketingintheprocessofcustomerloyaltycaselargeconstructionofmanizales AT mariacristinatorrescamacho relationshipmarketingintheprocessofcustomerloyaltycaselargeconstructionofmanizales AT dianacristinajaramillogomez relationshipmarketingintheprocessofcustomerloyaltycaselargeconstructionofmanizales
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The relationship marketing in the process of customer loyalty. Case large construction of Manizales

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