Globalisation, competition and market saturation have caused a growing interest in firms to develop Relationship Marketing. It is therefore fundamental to determine the kind of customer who values the benefits derived from the application of a relationship strategy by the organisation and who,...

The booking purchase process in B2C tourism online from the perspective of the quality-satisfaction-loyalty value chain has scarcely been investigated. The measurement models of the variables are not unified and essential variables, as transaction costs, need more research in order to achieve a...