The strategic importance of an efficient customer complaint management is recognized nowadays by the practitioners as well as by the academic literature. The hereto paper is focused on the online environment and on the instruments used to allow a direct communication through various channels of...

In the first section, a literature review on identification enables a clear definition of the "Customer-Company Identification" construct to be given. Then in the second section, the conceptual framework and the main hypothesis are exposed. In the third section, an empirical investigation into a...

In the insurance industry there is a new way of thinking which determined the passage from transactional marketing to a holistic marketing concept. In this paper five key elements of holistic marketing are presented: relationship marketing, integrated mar

On the basis of increased complexity of the exchange mechanism, at the beginning of the third millennium the contemporary marketing suffers some physiognomic changes. Holistic orientation of the contemporary marketing is imposed by the new dimensions the

A transdisciplinary literature review enabled us to identify a new construct in the marketing research field, i.e. Customer-Company Identification. It is defined as the process whereby customer’s beliefs about a company become self-defining and whereby he defines himself by the same attributes...

A transdisciplinary literature review enabled us to identify a new construct in the marketing research field, i.e. Customer-Company Identification. It is defined as the process whereby customer’s beliefs about a company become self-defining and whereby he defines himself by the same attributes...