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Relationship marketing through social networks can achieve benefits for companies if their customers also see advantages derived from the relationship established with the brand.
This is the main conclusion of the PhD thesis research of the Faculty of Business Noelia Sanchez recently defended.
"Beyond sales, relationship marketing has as main purpose the customer loyalty would enhance the recommendations that they perform, as well as to reduce its sensitivity to the price of brand products," Sanchez explains.
"The model for this research is brand new because it combines both the perspective of the business organization and the customer," explains Professor Eva Tomasetti, who has directed the thesis with Juan Gabriel Cegarra.
"The novelty of this study is that unlike the benefits that can be achieved in terms of the objectives pursued and marketing activities carried out," says the teacher.
"If the company wants to increase the notoriety of a mark must provide their followers about news, special offers and product testing rather than utilitarian benefits such as discounts and economic advantages such as these latter are those who have less effect in creating brand awareness and can result in higher costs.
Whereas if you're looking to increase the value of a brand, customers should seek to obtain recognition for their loyalty, they perceive that their opinion is taken into account, "advises the author of the thesis.
Noelia Sánchez teaches Marketing at the Faculty of Business at the Polytechnic University of Cartagena, where he majored in Business Administration and made the Master in Management of Tourism Enterprises.
Since 2011 it has had a predoctoral grant from the UPCT to develop his research.
Source: UPCT
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