Relationship marketing and customer value proposition. Analysis and theoretical reflection

Abstract

Relationship marketing and the value proposition are essential components of customer relationship management and key to building long-term loyalty. In an increasingly competitive market, companies are looking for ways to differentiate themselves and gain competitive advantage. In this sense, the purpose of this paper was to find out, based on an analysis and theoretical reflection, whether relationship marketing and an appropriate value proposition contribute to having profitable relationships with customers in the long term. The study was based on the selection of 26 references using the PRISMA systematic review methodology. After searching databases such as Scopus, WOS and Scielo, inclusion and exclusion criteria were defined, leading to the identification of 13 most important studies conducted between 2016 and 2021 for further analysis, interpretation of results and discussion. The findings highlight the importance of customer-centric marketing strategies and the positive impact of an adequate value proposition in building lasting relationships. It is concluded that effective relationship marketing and value proposition management have a positive impact on customer retention and purchase decisions.