Resumo

ANTUNES, Joaquim  e  RITA, Paulo. Relationship marketing - An applied study to the Portuguese thermal spas. Economia Global e Gestão [online]. 2007, vol.12, n.2, pp.109-132. ISSN 0873-7444.

The present research aims to study, through an integrated model, the role of the different dimensions of relationship marketing and environmental factors in terms of their impact on customer satisfaction and loyalty. The importance of satisfaction, trust and commitment as mediating variables in the relationship marketing process is also addressed. The fieldwork involved 346 customers of Portuguese thermal spas that were selected via a quota sampling procedure. In order to validate the conceptual model and test a number of research hypotheses put forward, structural equation modelling was used.

Palavras-chave : Ralationship Marketing; Satisfaction; Commitment; Trust; Loyalty.

        · resumo em Português     · texto em Português     · Português ( pdf )