Evolution of Relationship Marketing: A Study Applied to the Automotive Sales Sector of México
Keywords:
Relational quality, PLS-SEM, Loyalty, TrustAbstract
The purpose of this work is to analyze the behavior of relational marketing over time, through a relational model tested at different times, based on the variables that make it up; satisfaction, relational fairness, trust and loyalty. The hypothesis testing is conducted based on an empirical study of a current sample of 100 automotive agency clients and a historical sample of 381. Using the Structural Equation Models (SEM) methodology. The results confirm the significant relationship of the established postulates, with the exception of H2 "Satisfaction with the car influences customer confidence". On the other hand, in contrast to the historical relational model of reference, the results demonstrate the significant relationship of trust in the attitudinal loyalty of the customer.
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Copyright (c) 2026 Beatriz Llamas Aréchiga
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