Resumo

GREY JAVELA, LADY  e  BOTERO, MARÍA MERCEDES. The Loyal Customer Phenomenon as a Social Relationship: A Study with Ambulant Coffee Salesmen in the City of Ibagué. Univ. Psychol. [online]. 2009, vol.8, n.1, pp.183-198. ISSN 1657-9267.

The purpose of this research was to study the relationship established between an ambulant coffee salesman (ACSM) and his loyal client, in the frame of Michael Argyle's social relationships model. Thirty couples were interviewed about the ACSM and loyal clients relationship; also interactions among 183 ACSM - loyal clients and 117 ACSM - sporadic clients were registered. Our research found that the commercial relationship between an ACSM and his/her loyal client is a social relationship, taking into account that it brought evidence about the constitutive elements of a relationship of this nature under Argyle's perspective; and coincidences were observed in the declarations that the actors of the relationship made about it. Additionally, we found that the ACSM's behavior is different depending on the type of client that he/she is attending -loyal or sporadic-.

Palavras-chave : Social Relationships; Commercial Relationships; Relational Marketing; Peddlers and Peddling; Brand; Interpersonal Relations; Ibagué (Colombia)..

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