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Beschreibung:
In Relational marketing it is highly important for retailers to identify the type of benefits from the relationship with major influence in customer satisfaction and loyalty towards the retailer, in order to guarantee a continuous and satisfactory relationship. The above mentioned benefits can have different importance according to the type of activity carried out by the retailer. The present paper aims at analyzing empirically a model that reflects the different types of relational benefits perceived by customers, as well as the benefits obtained by the organization in terms of customer loyalty for four types of retailing activities. As result, we observe the role of confidence benefits as an antecedent of customer satisfaction, and the effect of the latter on customer loyalty.