Marketing relacional y satisfacción del cliente: una revisión sistemática de la literatura
| Fecha | 01 Octubre 2023 |
| Autor | Albérico Travassos Rosário, Joaquim A. Casaca |
Estudios Gerenciales vol. 39, N.° 169, 2023, 516-532
516
Review article
Relational Marketing and Customer Satisfaction: A Systematic Literature Review
Albérico Travassos Rosário
Assistant Professor, Faculdade de Design, Tecnologia e Comunicação, GOVCOPP and Universidade Europeia, IADE, Lisboa, Portugal.
alberico@ua.pt
Joaquim A. Casaca*
Assistant Professor, Faculdade de Design, Tecnologia e Comunicação, Unidade de Investigação em Design e Comunicação, UNIDCOM/IADE, Universidade
Europeia, IADE, Lisboa, Portugal.
joaquim.casaca@universidadeeuropeia.pt
Abstract
Relationship marketing reflects a business philosophy and strategic orientation that allows companies to focus on satisfying the needs of current
customers to retain them rather than acquiring new ones. This investigation analyzes how the relationship between relationship marketing
and customer satisfaction is processed. In this sense, a systematic review of the bibliometric literature was carried out based on 61 scientific
articles published in the Scopus™ database. The literature review reveals that relationship marketing influences customer satisfaction in several
ways. It is concluded that personalizing the service and the product is fundamental in building long-lasting and successful relationships and
increasing customer satisfaction. In addition, relationship marketing builds trust and commitment, resulting in higher customer satisfaction and
willingness to participate in mutually beneficial relationships. Finally, we classify future research agendas into three broad categories: the impact
of emerging technologies on customer satisfaction; the role of personalization and customization in relationship marketing and its impact on
customer satisfaction; and the relationship between sustainability, ethical practices, and customer satisfaction.
Keywords: commitment; communication; personalization; trust; VOSviewer.
Marketing relacional y satisfacción del cliente: una revisión sistemática de la literatura
Resumen
El marketing relacional refleja una filosofía empresarial y una orientación estratégica que permite a las empresas centrarse en satisfacer
las necesidades de los clientes actuales para retenerlos en lugar de adquirir nuevos. Esta investigación tiene como objetivo analizar
cómo se procesa la relación entre el marketing relacional y la satisfacción del cliente. En este sentido, se realizó una revisión sistemática
de la literatura bibliométrica a partir de 61 artículos científicos publicados en la base de datos Scopus™. La revisión de la literatura revela
que el marketing relacional influye en la satisfacción del cliente de varias maneras. Se concluye que personalizar el servicio y el producto
es fundamental para construir relaciones duraderas y exitosas y aumentar la satisfacción del cliente. Además, el marketing relacional
genera confianza y compromiso, lo que da como resultado una mayor satisfacción del cliente y la voluntad de participar en relaciones
mutuamente beneficiosas. Finalmente, clasificamos las agendas de investigación futuras en tres categorías amplias: el impacto de
las tecnologías emergentes en la satisfacción del cliente; el papel de la personalización en el marketing relacional y su impacto en la
satisfacción del cliente; y la relación entre sostenibilidad, prácticas éticas y satisfacción del cliente.
Palabras clave: compromiso; comunicación; personalización; confianza; VOSviewer.
Marketing de relacionam ento e satisfação do cliente: Uma revisã o sistemática daLiteratura
Resumo
O marketing de relacionamento reflete uma filosofia corporativa e uma orientação estratégica que permite que as empresas se concentrem
em satisfazer as necessidades dos clientes existentes para retê-los, em vez de adquirir novos clientes. Esta pesquisa pretende analisar como
se processa a relação entre o marketing de relacionamento e a satisfação do cliente. Nesse sentido, foi realizada uma revisão bibliométrica
sistemática da literatura, com base em 61 artigos científicos publicados no banco de dados Scopus™. A análise da literatura revela que o
marketing de relacionamento influencia a satisfação do cliente de várias maneiras. Conclui-se que a personalização do serviço e do produto
é fundamental para criar relacionamentos duradouros e bem-sucedidos e aumentar a satisfação do cliente. Além disso, o marketing
de relacionamento gera confiança e comprometimento, resultando em maior satisfação do cliente e disposição para se envolver em
relacionamentos mutuamente benéficos. Finalmente, classificamos as futuras agendas de pesquisa em três grandes categorias: o impacto
das tecnologias emergentes na satisfação do cliente; o papel da personalização no marketing de relacionamento e seu impacto na satisfação
do cliente; e a relação entre sustentabilidade, práticas éticas e satisfação do cliente.
Palavras-chave: comprometimento; comunicação; personalização; confiança; VOSviewer.
* Corresponding author.
JEL class ification: M10; M31; O30.
How to cite: Ros ário, A. & C asaca. J. A . (2023) . Relational M arketing an d Customer S atisfac tion: A System atic Liter ature Revie w. Estudios Gerenciales,
39(169), 5 16-532 . https://doi.org/10.18046/j.estger.2023.167.6218
DOI: https://doi.org/10.18046/j.estger.2023.167.6218
Received: 26-06-2023
Accepted: 24-10-2023
Available online: 22-12-2023
© 2023 Universidad ICESI. Published by Universidad Icesi, Colombia.
This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/)
Rosário & Casaca / Estudios Gerenciales vol. 39, N.° 169, 2023, 516-532 517
1. Introduction
Companies can no long er survive with a tran sactional
attitude in today’s competitive business environment.
While transac tional marketing focuse s on attracting
customers, relationship marketing focuses on building
and maintaining long-term relationships with customers
and other critical stakeholders, including employees,
distributors, an d suppliers. This a spect is reflec ted in
Aka et al.’s (2016, p. 185) definition of relationship mar-
keting: “creating, maintaining, and enhancing the s trong
relationship with cus tomers and other stakehol ders
within and outside one’s enterprises.” Therefore, it is a
philosophy of doing business and a strategic orientation
that allows companies to fo cus on meeting and satisfyin g
the needs of current customers to retain them instead
of acquiring new ones. A ccording to Lo (20 12), customer
retention occurs when companies employ appropria-
te marketing strategies and r elationship management
measures. Given th e nature of the current competiti ve
business environment, companies acknowledge the role
of relationship marketing in buil ding and maintaining
long-term relationships with customers a s the best way
to remain competitive.
Relationship marketing has evolved significantly over
the years, driven by technological changes, consumer
behavior, and marketing strategies. The evolution of re-
lationship marketing can be summarized in four stages.
(i) Early relationship marketing (1950s-1980s): This era
marked the beginning of relationship marketing, which
focused on building long-term customer relationships.
Companies started to recognize the importance of
repeat business and customer loyalty. Furthermore, the
marketing efforts were primarily offline, with businesses
using methods like direct mail, telemarketing, and in-
person sales to build customer relationships.
(ii) Database marketing (1980s-1990s): The advent of com-
puters and databases allowed companies to collect
and store customer information more effectively.
Businesses began to segment their customer bases
and tailor marketing messages to specific customer
groups. The focus shifted from mass marketing to
one-to-one marketing, where companies personalized
their interactions with individual customers.
(iii) Customer relationship management (CRM)
(1990s-2000s): CRM systems b ecame popular, enabling
companies to manage customer information, track in-
teractions, and au tomate marketing campaigns. T he
emphasis was on improving customer service, unders-
tanding customer needs, and delivering personalized
experiences. Loyalty pro grams and customer retention
strategies gained pr ominence during this period.
(iv) Mobile and social media (2010s-present): The
proliferation of smartphones and the growth of social
media platforms further changed the relationship
marketing landscape. Companies now had more
channels to connect with customers but faced the
challenge of managing these multiple touchpoints.
Real-time engagement, instant feedback, and
influencer marketing became essential elements of
relationship marketing.
Relationship marketing introduces an aspect of
personal interaction in marketing strategies, thus
increasing customer engagement in relationship-
building activities. Velnampy and Sivesan (2012) found
that relationship marketing works when customers are
highly involved. For instance, the study notes that when
companies provide sufficient information about products
and services and consider customer feedback in their
development processes, the customers tend to have
positive feelings and perceptions of the company and
its products and services. Consequently, this approach
increases customer satisfaction and relationship strength
and builds the organization’s competitive position.
In relationship marketing, customers compare products
and services’ performance to their expectations. Therefore,
the company achieves customer satisfaction if the resulting
feelings are positive. Moreover, customer satisfaction is
usually determined by comparing imaginative functions
and expectations. Thus, interacting and connecting with
customers under relationship marketing allow marketers
to understand customer needs and expectations. These
insights are then integrated into marketing communication,
products, and services to ensure that what is delivered
matches the customers’ expectations and imaginations,
increasing the probability of building positive customer
attitudes and improving satisfaction, thus ultimately
enhancing customer satisfaction.
Several studies have evaluated the relationship
between relationship marketing and customer satis-
faction. However, Aka et al. (2016) note a lack of adequate
literature. In addition, Velnampy and Sivesan (2012)
stated that although most companies nowadays have
deployed customer relationship marketing projects,
most face serious implementation challenges. These
issues highlight the need for further research providing
critical insights connecting relationship marketing and
customer satisfaction to bridge the literature gap and
provide information to aid the successful implementation
of relationship marketing in business strategies.
This investigation analyzes how the relationship
between relationship marketing and customer satisfaction
is processed. As a result, the researcher conducted a
systematic bibliometric literature review (LRSB), limited
to the period between January 2012 and May 2022, to
collect and synthesize data on relationship marketing
and customer satisfaction, thus providing diverse insights
from multiple study findings.
2. Methodology
The paper implements a s ystematic bibliometr ic
literature revie w (LRSB) methodology to identify
potential, relevant studies and synthesize findings.
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