Browsing by Subject "Relationship marketing"

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Changes in the Digital World: An Explanatory Analysis of the Key Factors Linked to Virtual Interactivity

Villar-Guevara, Miluska; García-Salirrosas, Elizabeth Emperatriz; Gómez-Bayona, Ledy; Villar, David; Pari-Apaza, Magaly; Fernández-Mallma, Israel (MDPI, 2025-07-14)
Acceso abierto

Virtual interactivity in marketing has evolved significantly in recent decades, becoming an essential tool for effectively connecting with consumers in digital environments. Through interactive digital platforms, brands ...
The role of relationship marketing and brand love among banking consumers in an emerging market context

Panduro-Ramirez, Jose Alberto; Gallegos-Reyes, Miguel Angel; Villar-Guevara, Miluska; García-Salirrosas, Elizabeth Emperatriz; Fernández-Mallma, Israel (MDPI, 2024)
Acceso abierto

Relationship marketing is a concept that focuses not only on increasing the volume of relationship transactions, but also on improving consumer perception. Therefore, this research aimed to evaluate the influence of ...