Title: Determinants of relational marketing in customer satisfaction and loyalty: a study applied to products of mass consumption in Portugal

Authors: Adriano Costa; Joaquim Antunes

Addresses: Tourism and Hospitality Department, Higher School of Tourism and Hospitality Management, Politécnico Institute of Guarda, Portugal ' Polytechnic Institute of Viseu, Campus Repeses, Viseu, Portugal

Abstract: This research aims to identify the factors that precede consumer satisfaction and how this influences brand loyalty in the Portuguese consumer products and services market. The methodology used was based on a literature review on relationship marketing, brands, satisfaction and loyalty. Subsequently, an online survey was carried out, distributed via social networks. A total of 513 valid responses were obtained. The data was processed using SPSS, version 27.0. The results show that there are three factors that precede satisfaction and that two of them influence it positively, while one factor influences satisfaction negatively. It was also found that there is a very strong and positive relationship between satisfaction and loyalty, as in other studies. The results of this research could be useful for the academic community, particularly in marketing education, as well as for marketing professionals interested in studying loyalty factors.

Keywords: relationship marketing; customer relationship management; CRM; brands; satisfaction; loyalty; Portugal.

DOI: 10.1504/IJEED.2025.143607

International Journal of Education Economics and Development, 2025 Vol.16 No.1/2, pp.106 - 119

Received: 04 Jul 2023
Accepted: 11 Dec 2023
Published online: 02 Jan 2025 *

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