<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0123-5923</journal-id>
<journal-title><![CDATA[Estudios Gerenciales]]></journal-title>
<abbrev-journal-title><![CDATA[estud.gerenc.]]></abbrev-journal-title>
<issn>0123-5923</issn>
<publisher>
<publisher-name><![CDATA[Universidad Icesi]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0123-59232023000400516</article-id>
<article-id pub-id-type="doi">10.18046/j.estger.2023.169.6218</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Relational Marketing and Customer Satisfaction: A Systematic Literature Review]]></article-title>
<article-title xml:lang="es"><![CDATA[Marketing relacional y satisfacción del cliente: una revisión sistemática de la literatura]]></article-title>
<article-title xml:lang="pt"><![CDATA[Marketing de relacionamento e satisfação do cliente: Uma revisão sistemática daLiteratura]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Travassos Rosário]]></surname>
<given-names><![CDATA[Albérico]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Casaca]]></surname>
<given-names><![CDATA[Joaquim A.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Europeia Faculdade de Design ]]></institution>
<addr-line><![CDATA[Lisboa ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade Europeia  ]]></institution>
<addr-line><![CDATA[Lisboa ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>39</volume>
<numero>169</numero>
<fpage>516</fpage>
<lpage>532</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0123-59232023000400516&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0123-59232023000400516&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0123-59232023000400516&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Relationship marketing reflects a business philosophy and strategic orientation that allows companies to focus on satisfying the needs of current customers to retain them rather than acquiring new ones. This investigation analyzes how the relationship between relationship marketing and customer satisfaction is processed. In this sense, a systematic review of the bibliometric literature was carried out based on 61 scientific articles published in the Scopus&#8482; database. The literature review reveals that relationship marketing influences customer satisfaction in several ways. It is concluded that personalizing the service and the product is fundamental in building long-lasting and successful relationships and increasing customer satisfaction. In addition, relationship marketing builds trust and commitment, resulting in higher customer satisfaction and willingness to participate in mutually beneficial relationships. Finally, we classify future research agendas into three broad categories: the impact of emerging technologies on customer satisfaction; the role of personalization and customization in relationship marketing and its impact on customer satisfaction; and the relationship between sustainability, ethical practices, and customer satisfaction.  JEL classification:  M10; M31; O30.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El marketing relacional refleja una filosofía empresarial y una orientación estratégica que permite a las empresas centrarse en satisfacer las necesidades de los clientes actuales para retenerlos en lugar de adquirir nuevos. Esta investigación tiene como objetivo analizar cómo se procesa la relación entre el marketing relacional y la satisfacción del cliente. En este sentido, se realizó una revisión sistemática de la literatura bibliométrica a partir de 61 artículos científicos publicados en la base de datos Scopus&#8482;. La revisión de la literatura revela que el marketing relacional influye en la satisfacción del cliente de varias maneras. Se concluye que personalizar el servicio y el producto es fundamental para construir relaciones duraderas y exitosas y aumentar la satisfacción del cliente. Además, el marketing relacional genera confianza y compromiso, lo que da como resultado una mayor satisfacción del cliente y la voluntad de participar en relaciones mutuamente beneficiosas. Finalmente, clasificamos las agendas de investigación futuras en tres categorías amplias: el impacto de las tecnologías emergentes en la satisfacción del cliente; el papel de la personalización en el marketing relacional y su impacto en la satisfacción del cliente; y la relación entre sostenibilidad, prácticas éticas y satisfacción del cliente.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O marketing de relacionamento reflete uma filosofia corporativa e uma orientação estratégica que permite que as empresas se concentrem em satisfazer as necessidades dos clientes existentes para retê-los, em vez de adquirir novos clientes. Esta pesquisa pretende analisar como se processa a relação entre o marketing de relacionamento e a satisfação do cliente. Nesse sentido, foi realizada uma revisão bibliométrica sistemática da literatura, com base em 61 artigos científicos publicados no banco de dados Scopus&#8482;. A análise da literatura revela que o marketing de relacionamento influencia a satisfação do cliente de várias maneiras. Conclui-se que a personalização do serviço e do produto é fundamental para criar relacionamentos duradouros e bem-sucedidos e aumentar a satisfação do cliente. Além disso, o marketing de relacionamento gera confiança e comprometimento, resultando em maior satisfação do cliente e disposição para se envolver em relacionamentos mutuamente benéficos. Finalmente, classificamos as futuras agendas de pesquisa em três grandes categorias: o impacto das tecnologias emergentes na satisfação do cliente; o papel da personalização no marketing de relacionamento e seu impacto na satisfação do cliente; e a relação entre sustentabilidade, práticas éticas e satisfação do cliente.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[commitment]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[personalization]]></kwd>
<kwd lng="en"><![CDATA[trust]]></kwd>
<kwd lng="en"><![CDATA[VOSviewer]]></kwd>
<kwd lng="es"><![CDATA[compromiso]]></kwd>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="es"><![CDATA[personalización]]></kwd>
<kwd lng="es"><![CDATA[confianza]]></kwd>
<kwd lng="es"><![CDATA[VOSviewer]]></kwd>
<kwd lng="pt"><![CDATA[comprometimento]]></kwd>
<kwd lng="pt"><![CDATA[comunicação]]></kwd>
<kwd lng="pt"><![CDATA[personalização]]></kwd>
<kwd lng="pt"><![CDATA[confiança]]></kwd>
<kwd lng="pt"><![CDATA[VOSviewer]]></kwd>
</kwd-group>
</article-meta>
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