Please use this identifier to cite or link to this item: https://hdl.handle.net/10216/70563
Author(s): Teresa Fernandes
João Proença
Meena Rambocas
Title: Evaluating the Impact of Customer Demographical Characteristics on Relationship Outcomes
Issue Date: 2013
Abstract: This study investigated the impact of customer demographic characteristics on relationship outcomes. Through exploratory factor analysis and multiple analysis of variance, the empirical findings demonstrated that customer age and gender were effective discriminators of relationship marketing outcomes. As proposed, the findings show that young and female customers are more likely to be loyal and to spread positive word-of-mouth than other market segments. In addition, the findings depict a high degree of consistency in relationship outcomes regardless of educational background. Since there is a notable absence of literature that assesses the impact of demographics on relationships in marketing, particularly in a service context, this research adds significant value. The study also offers empirical insights on segmentation and positioning of relationship marketing strategies by identifying relationship prone individuals based on their personal characteristics.
Subject: Ciências sociais
Social sciences
Scientific areas: Ciências sociais
Social sciences
URI: https://repositorio-aberto.up.pt/handle/10216/70563
Source: CREATING GLOBAL COMPETITIVE ECONOMIES: 2020 VISION PLANNING & IMPLEMENTATION, VOLS 1-3
Document Type: Artigo em Livro de Atas de Conferência Internacional
Rights: openAccess
License: https://creativecommons.org/licenses/by-nc/4.0/
Appears in Collections:FEP - Artigo em Livro de Atas de Conferência Internacional

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