EL aprendizaje relacional como herramienta para crear ventajas competitivas

Abstract

A loyal customer is who maintains collaboration relations based on compromise and a mutual trust an organization, renouncing the comparation and concentrating his or her time and other resources in the relation established. Through loyalty of customers, organizations will sure a purchase repetition and recover the investment that has been done to get and maintain customers. Facts such as the coming of new products and substitutive services, the most information and looking for tangible advantages in the relation by customers, explain why, in spite of evident improving in quality of manufactured goods, prices depreciable increase and rhetoric about the need of treating customers well, seven out of ten clients move from one organization to its competitors. However, organizations are dedicated their time in indiscriminate hunting of customers instead of learning from their profitable clients. The aims of this research are; firstly to introduce a theoretical argument of relational learning; secondly to determine the role of direction on the relational learning process in order to capture customers knowledge.