The Impact of Market Environments on Marketing Relationships

Roger R. Betancourt, Raquel Chocarro, Monica Cortinas, Margarita Elorz, Jose Miguel Mugica , International Journal of Marketing Studies 6(1) , 45-65 , February 2014.

This paper addresses empirically two issues. One is whether or not basic marketing relationships at the
establishment level are robust to a substantial change in the market environment. Another one is whether after
this event takes place the marketing relationships for new establishments are the same as those for existing
establishments. We rely on two data sets: a survey of gas stations in 1998 in Pamplona, Spain, when prices of
gasoline products were fixed by the government; and a similar survey in 2007, when gas retail prices were
determined by market participants as a result of the price liberalization law. Briefly put, customer satisfaction
and its determinants have a robust, stable relationship with respect to the law’s change in market environment
during this nine year period. On the other hand, some aspects of the relation between future patronage intentions
and its determinants are substantially altered by the law’s change in market environment.

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