article
¿Cuáles son las variables clave en la adopción del marketing de relaciones? Una investigación en el contexto colombiano
What are the Key Variables in the Adoption of Relationship Marketing? A Research in the Colombian Context;
Quais são as variáveis chave na adoção do marketing de relações? Uma pesquisa no contexto colombiano
Author
Salazar, César Augusto
Institutions
Abstract
The purpose of this research is to discover the key variables in the application of relationship marketing in Colombian companies. A comparative instrument is applied to companies belonging to different industries and of different sizes in that country, in two waves or periods: the first, referred to as “wave 1”, covers the years 2003 and 2004; the second, called “wave 2”, covers the years 2010 and 2011. The technique used to validate the construct proposed was the factorial analysis of the principal components.
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