Fonte: Journal of Tourism & Development; v. 1, n. 17/18 (2012); 45-56
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Resumo: This paper focuses on assessing the impact of different strategies and actions of Relationship Marketing on customer loyalty for the tourism industry of Alentejo. This sector is facing an increasing development and is necessary, more and more, to ensure the competitiveness of companies through the adoption of strategies to retain customers. The results indicated that the companies under analysis have a long way to go when it comes to managing the relationship with their customers and to using strategies and techniques of Relationship Marketing. Although there is a concern about the services that are provided to the client, this is not enough to provide customer loyalty. It is necessary to work on relationships, in order to create lasting bonds leading to customer loyalty.
