SciELO - Scientific Electronic Library Online

vol.30 número71Movilidad cotidiana e infraestructura en la configuración del espacio rural no periurbano índice de autoresíndice de materiabúsqueda de artículos
Home Pagelista alfabética de revistas  

Servicios Personalizados




Links relacionados

  • No hay artículos similaresSimilares en SciELO


Región y sociedad

versión impresa ISSN 1870-3925


CRUZ ESTRADA, Isaac. Implementing relational marketing in a coffee selling company in Baja California. Región y sociedad [online]. 2018, vol.30, n.71. ISSN 1870-3925.

The aim of this investigation is to propose a relationship marketing process in a coffee selling company in Baja California as a case study. First, relationship marketing is conceptualized and its contribution to the creation of value in organizations is analyzed; moreover, empirical studies from various authors, who point out the influence of this process on customer satisfaction, are included. 149 surveys were conducted in order to obtain the correlation between the guarantee to offer a product or service and value generation by delivering tangible and intangible elements for customer satisfaction. This proposal belongs to the company where the research was carried out; it can be adapted to organizations which offer a service and are in the situation studied.

Palabras llave : relationship marketing; strategy; customer satisfaction; value creation.

        · resumen en Español     · texto en Español     · Español ( pdf )