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

Bibliographic Data

ID15067108
AuthorsMar Gómez (0000-0002-7681-4794, University of Castilla-La Mancha), Belén González-Díaz (0000-0001-5031-8787, University of Castilla-La Mancha), Belén González‐Díaz (0000-0002-4396-2440, University of Castilla-La Mancha), David Martín‐Consuegra (0000-0003-4927-6289, Universidad Autónoma de Chile), Arturo Molina (0000-0002-6537-2468, University of Castilla-La Mancha, corresponding author)
Year2017
Volume30
Issue1
Pages368-380
Publication date2017-01-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueEconomic Research-Ekonomska Istraživanja (JOURNAL)
Journal identifiersISSN: 1331-677X • E-ISSN: 1848-9664
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/1331677x.2017.1311224
OpenAlexW2605412069
LanguageEN
Citations received2
References cited35

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

Business · Online and offline · Computer Science · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Marketing

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Open DOISci-HubOpen Access