出版社：Universidad Complutense de Madrid. Servicio de Publicaciones
摘要：Following the relationship marketing approach, two types of consumers can be distinguish according to their personal characteristics and their tendency and willingness to maintain long-lasting relationships. This paper tries to characterise the customers who desire to maintain solid and lasting relationships with a certain firm («relational customers») and the customers who prefer to make exchanges with different firms («transactional customers »). In the fieldwork, information is collected from the car buyers. Three clusters of customers resulted: non-conformist customers, «transactional» customers and «relational» ones, being the last group the one with the lowest size.
关键词：Marketing relacional; Cliente «relacional»; Cliente «transacciónal»; Marcas de automóvil
