DOI:https://doi.org/10.3232/GCG.2017.V11.N1.05

EL MARKETING Y LAS RELACIONES ENTRE LA EXPERIENCIA, LA SATISFACCIÓN, LA CONFIANZA Y COMPROMISO DE RELACIONES, PROMOVER UNA LEALTAD A LA MARCA PROPIA EN LOS SUPERMERCADOS

Allan Carlos Alves, Cidoval Morais de Sousa, Ângela Maria Cavalcanti Ramalho, Sandra Sereide Ferreira da Silva, Ricardo Ferreira Dantas

Resumen

Este artículo tiene como objetivo analizar la satisfacción de los clientes de las marcas propias fruto de la experiencia, la confianza y el compromiso de la marca, la lealtad que favorece, desde la perspectiva del Marketing Relacional y por lo tanto la aceptación de la marca en supermercados de la ciudad de Campina Grande, Paraíba. El estudio es transversal, realizada a través de la investigación de campo con 823 clientes. El análisis de la medición, producido con el análisis factorial exploratorio y validación del factor de fiabilidad alfa de Cronbach. De acuerdo con los resultados, la gestión adecuada de los productos de marca propia favorece la aceptación de estos productos al público consumidor como para corroborar la madurez del cliente, por lo que experimentaron en la compra de productos de marca propia.

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