Marketing de relaciones en los medios socialesEstudio empírico de los antecedentes y consecuentes de la calidad de la relación en los sitios web de viajes

Abstract

The Relationship Marketing is a term that it includes significantly more than a few simple aims with his strategies; for it, it seems to be better to understand it as a philosophy. So, this philosophy is the one that the small merchants have been applying in the practice during the whole life. Though they were lacking the technology with which now we count, "the former merchants, today known as shopkeepers, as the current companies handled by the same owners, were taking the relation with his more faithful clients of a way so personal who knew them and were mentioning them for his name, they knew of his tastes, were treating them in such a way that it was satisfying them, achieving in exchange his loyalty" (Publicidad y Mercadeo, 1994:66; en Barroso y Martín, 1999). The Relationship Marketing conceives the managerial environment in a wide sense which the existing relations join between the company and other actors who surround it (suppliers, agents of interest, employees, administration, etc.). The above mentioned relations are formed by the phases or successive stadiums inside the process in the one that is recognized under the terms to identify, establishing, developing, supporting and ending when it is necessary. Along the above mentioned process, the relation can measure up by means of the quality of the service, the value of the relation, the confidence, the satisfaction, the commitment, the loyalty, concepts that are all the essential ones in order that the relation understood as process is kept throughout the time and in order that, in consequence, a mutual benefit is reached, the repetition of purchase, communication word of mouth, the retention of the clients, the acquisition of new clients and the recovery of lost clients. Our research model consists of a background and a consequential. The first, include the characteristics of the web sites and the characteristics of social media, which are tools that are used to manage online relationships. Among the latter, are the word of mouth communication and the word of mouth online that reflect the behaviour of the user. And, finally, there are the trust, satisfaction and commitment that define the attitude of the user while measuring the quality of the relationship. The development and constant innovation in the information technologies (IT) have had and have an enormous impact on the theory and practice of marketing, in general, and the marketing of relations, in particular. More than twenty years ago, they argued that, in the future, companies not only compete in the physical market (marketplace), but also in the virtual market (marketspace). This is already a reality, the physical distribution through stores, banks, bookstores, kiosks, post have to gradually change its business model the physical to virtual (online technology). The content of a transaction is the information on that product or that service rather than the product or service; interactions occur with screen (interactivity) instead of producing face to face (interaction); the infrastructure consists of equipment and lines of communication instead of physical stores and services organizations. Therefore, the online environment has become one of the best contexts for developing strategies from a relational approach. At the beginning of century xviii companies used their web sites to manage online relationships. In recent years, we have witnessed the technological innovations (social media) that have provided new opportunities for the development of communications between the company and its customers. Such is the influence of this new technology, which it has been argued that, without these advances, relationship marketing never could have come to develop. In this way, taking as a reference the discipline of marketing as theory, this thesis aims to study and analyse the tools most commonly used by businesses in an online environment: corporate web site and social media. It conducted a survey to 576 users of travel websites as the tourist context online one of the most important in Spain and most promising future. The results found in this work indicate that the users perceive social media as one of the best marketing tools to manage online relationships.