Abstract

PEREIRA, Carla; FERREIRA, João  and  ALVES, Helena. Conhecimento tácito como vantagem competitiva nos relacionamentos com o cliente: proposta de modelo conceptual para o Turismo Rural. Tékhne [online]. 2010, n.14, pp.181-208. ISSN 1645-9911.

Recently an increasing interest in relationship marketing has been verified therefore it has been presented as a strategic response to firms in the attainment of competitive advantages through the creation of interdependence, trust, and commitment between the firm and the customer. The importance of Relational Marketing (RM) for companies in general and for services firms in particular seems clear as well as for rural tourism firms, where the service is inherently more relational. The rural tourism firms with a wide variety of destination offers and establishments feels difficulties in achieve customer loyalty. Tacit knowledge of collaborators as a result of interactions established with customers could allow to obtain and maintain the customer satisfaction in visits or/and subsequent uses. In this sense, this research aims to establish a relational model proposal for rural tourism firms, focused on tacit knowledge as competitive advantage and innovative variable.

Keywords : Relationship Marketing; Tacit Knowledge; Competitive Advantage.

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