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Economic research - Ekonomska istraživanja, Vol. 30 No. 1, 2017.

Original scientific paper

https://doi.org/10.1080/1331677X.2017.1311224

How do offline and online environments matter in the relational marketing approach?

Mar Gómez
Belén González-Díaz
David Martín-Consuegra
Arturo Molina orcid id orcid.org/0000-0002-6537-2468

Full text: english pdf 1.144 Kb

page 368-380

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Abstract

The goal of this study is to analyse the relational benefits that the
clients of banks, insurance companies, and travel agencies receive
according to whether they maintain an offline or online relationship
with the company. The development of an index, called the Relational
Benefits Index, allows for a comparison of differences that arise
between the measures of confidence benefits, social benefits, and
special treatment benefits. The results demonstrate significant
differences according to the type of service business and channel
used, affecting the importance that consumers place on the offline
channel when they want to maintain a stable relationship with a
service business.

Keywords

Relational marketing; online; offline; service business; MANOVA

Hrčak ID:

180822

URI

https://hrcak.srce.hr/180822

Publication date:

1.12.2017.

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