Ethical relationship marketing is needed
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10773/38197 |
Resumo: | The purpose of this paper is to explore the main concepts related to Relationship Marketing (RM), such as loyalty, customer value, customer retention, and customer satisfaction and strategy continuum. A literature review is used to characterize these elements, to establish a link between them and to reinforce the role that ethics generally plays. Overall, RM aims to study marketing through the networks and its interaction. A transition to RM was required to create new value for customers and to share it. It is important also to recognize the significance that customers have as purchasers and in describing the value they wish to reach. The ethics related to RM is part of the commercial process as it requires mutual respect to retain the customer, a long-term view to keep him satisfied, a win-win strategy to create long term value, and the recognition of the customer as a partner and co-founder of value. Applying ethics may be a deferential and a key factor in developing strategies and be nearer to the customers’ needs to create value. This study highlights how the application in an ethical way of RM concepts may contribute to a successful implementation that requires various perspectives to its approach. |
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Ethical relationship marketing is neededCustomer retentionCustomer satisfactionEthicsLoyaltyThe purpose of this paper is to explore the main concepts related to Relationship Marketing (RM), such as loyalty, customer value, customer retention, and customer satisfaction and strategy continuum. A literature review is used to characterize these elements, to establish a link between them and to reinforce the role that ethics generally plays. Overall, RM aims to study marketing through the networks and its interaction. A transition to RM was required to create new value for customers and to share it. It is important also to recognize the significance that customers have as purchasers and in describing the value they wish to reach. The ethics related to RM is part of the commercial process as it requires mutual respect to retain the customer, a long-term view to keep him satisfied, a win-win strategy to create long term value, and the recognition of the customer as a partner and co-founder of value. Applying ethics may be a deferential and a key factor in developing strategies and be nearer to the customers’ needs to create value. This study highlights how the application in an ethical way of RM concepts may contribute to a successful implementation that requires various perspectives to its approach.UA Editora2023-06-22T11:04:48Z2021-03-19T00:00:00Z2021-03-19info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10773/38197eng2184-910210.34624/iciemc.v0i1.24142Nunes, CarminaBairrada, Cristela Maiainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-22T12:14:35Zoai:ria.ua.pt:10773/38197Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:08:43.023035Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Ethical relationship marketing is needed |
title |
Ethical relationship marketing is needed |
spellingShingle |
Ethical relationship marketing is needed Nunes, Carmina Customer retention Customer satisfaction Ethics Loyalty |
title_short |
Ethical relationship marketing is needed |
title_full |
Ethical relationship marketing is needed |
title_fullStr |
Ethical relationship marketing is needed |
title_full_unstemmed |
Ethical relationship marketing is needed |
title_sort |
Ethical relationship marketing is needed |
author |
Nunes, Carmina |
author_facet |
Nunes, Carmina Bairrada, Cristela Maia |
author_role |
author |
author2 |
Bairrada, Cristela Maia |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Nunes, Carmina Bairrada, Cristela Maia |
dc.subject.por.fl_str_mv |
Customer retention Customer satisfaction Ethics Loyalty |
topic |
Customer retention Customer satisfaction Ethics Loyalty |
description |
The purpose of this paper is to explore the main concepts related to Relationship Marketing (RM), such as loyalty, customer value, customer retention, and customer satisfaction and strategy continuum. A literature review is used to characterize these elements, to establish a link between them and to reinforce the role that ethics generally plays. Overall, RM aims to study marketing through the networks and its interaction. A transition to RM was required to create new value for customers and to share it. It is important also to recognize the significance that customers have as purchasers and in describing the value they wish to reach. The ethics related to RM is part of the commercial process as it requires mutual respect to retain the customer, a long-term view to keep him satisfied, a win-win strategy to create long term value, and the recognition of the customer as a partner and co-founder of value. Applying ethics may be a deferential and a key factor in developing strategies and be nearer to the customers’ needs to create value. This study highlights how the application in an ethical way of RM concepts may contribute to a successful implementation that requires various perspectives to its approach. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-03-19T00:00:00Z 2021-03-19 2023-06-22T11:04:48Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10773/38197 |
url |
http://hdl.handle.net/10773/38197 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
2184-9102 10.34624/iciemc.v0i1.24142 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
UA Editora |
publisher.none.fl_str_mv |
UA Editora |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799137739062378496 |