O marketing de relacionamento e as relações entre experiência, satisfação, confiança e compromisso, favorecem a lealdade de marcas próprias em supermercados

Abstract

This paper aims to analyse whether the customer satisfaction of private labels arising from the experience, trust and commitment of the brand are favouring loyalty from a perspective of relationship Marketing and, consequently, the acceptance of the brand in supermarkets, in the city of Campina Grande, Paraiba. The study was cross-sectional and it was conducted through a field research with 823 customers. The analysis of the measurement instruments took place with exploratory factor analysis and the validation of the reliability was based on Cronbach's alpha factor. Conforming to the results, the proper management of private label products favours the acceptance of these products to the consuming public as it corroborates the customer maturity, making them experienced in buying private label products.