Purpose – In the context of relationship marketing, it is highly important for providers to identify the main buyer relational benefits influencing satisfaction and loyalty so that a continuous and satisfactory business relationship is guaranteed. Since it has been reported that information...

Purpose – The purpose of this paper is to determine and characterize groups of retail customers, based on their perception of commitment to the retailer and the degree of use of its technological equipment. Design/methodology/approach – A CHAID algorithm is performed and differences between...