Relationship marketing in financial institutions: Emotional customer loyalty as a management objective

Pérez Mendoza W.W.O.; Díaz Fernández R.A.; D’angelo-Panizo M.D.C.; Obando Peralta E.C. · Revista de Ciencias Sociales (2024) · DOI: 10.31876/rcs.v30i3.42692

Resumen

In the current context, customer service, adaptation to technological changes, digital marketing, emotional management, as well as customer loyalty, have become topics of interest for the financial area, which provides added value in the standards of excellence and resolution of specific problems. Based on the above, the article aims to analyze the relational marketing strategies integrated into customer emotional management. This is a qualitative research, supported by the hermeneutic-documentary review method. Among the main results, the relevance of providing quality services, the need for technological investment, the role of marketing in attracting customers and ensuring their loyalty, the importance of emotional management to influence customer decision-making, among other aspects, are evident. It concludes on the relevance of building bonds of trust between the customer and the financial institution, promoting the culture of service, loyalty and interdependence. © (2024), (Universidad del Zulia). All rights reserved.

Instituciones: Universidad Privada del Norte