THE DETERMINANTS OF RELATIONSHIP MARKETING: AN APPLICATION TO THERMAL SPAS

Joaquim Antunes
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Joaquim Antunes: Instituto Politécnico de Viseu, Campus Repeses 3504-510 Viseu, Portugal

Chapter 7 in Advances in Doctoral Research in Management, 2006, pp 153-170 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThis study is centred on the analysis of the different roles performed by the determinants of relationship marketing and the environmental factors in satisfaction and customer loyalty. The importance of satisfaction, trust and commitment as mediating variables is analysed in the process of relationship marketing. The empirical study is carried out with 346 people who patronise Portuguese thermal spas, using a quota sampling process. In order to validate this theoretical model and to test the hypotheses, a structural equation model is used.

Keywords: Doctoral; Research; Management Methodology; Data; Analysis; Paradigm; Modeling; International (search for similar items in EconPapers)
Date: 2006
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