Estrategias de marketing para clientes no deseadosdesmarketing en épocas de crisis

  1. Pedro Manuel Gómez Rodríguez 1
  1. 1 Universidad del País Vasco/Euskal Herriko Unibertsitatea
    info

    Universidad del País Vasco/Euskal Herriko Unibertsitatea

    Lejona, España

    ROR https://ror.org/000xsnr85

Journal:
Revista Española de Educación Física y Deportes: REEFD

ISSN: 1133-6366

Year of publication: 2013

Issue: 402

Pages: 49-64

Type: Article

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More publications in: Revista Española de Educación Física y Deportes: REEFD

Abstract

The marketing activity consists in the development of strategies and actions to attract customers and to retain them by means of satisfaction. In services marketing, a key element of customer satisfaction is the result of its interaction with other people, either company staff or the rest of customers and users. In these cases, marketing management must be aimed also to achieve an adequate internal environment in the provision of services, which may involve the need to make decisions regarding clients whose conduct is unsuitable for the interests of the company. This paper intends to address the management of conflicts with clients from the perspective of marketing, due to the effect that these conflicts can have on the overall satisfaction of other customers.

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