We examine the effect of relational constructs, such as satisfaction, trust and commitment on relationship performance (that is, positive word-of-mouth communication and the margin provided by each customer) of customers of an insurance company. A central issue concerns the effect of duration on...

The contribution of services to the development of every national economy is in the progress, they becoming the major contributor to the gross national product of most countries. In their turn, the customers become more demanding and powerful in their relationship with service providers. They...

In this study, we conducted two experiments to examine the effect of relationship commitment on the reaction of shoppers to receiving too much change, controlled for the amount of excess change. Hypotheses based on equity theory were set up and tested. The first study showed that, when the less...

Purpose – The United Kingdom Financial Services Authority's treating customers fairly initiative has drawn attention to a current trend that involves regulators using regulatory principles to enhance the relationship between financial institutions and customers. The term corporate fairness is...

The present paper presents the methodology and the main results of a quantitative study applied on a sample of 1010 respondents, in the Romanian banking industry. The aim of the study was to research the customer level of loyalty toward Romanian organizations acting in the retail banking sector....

In a time of globalization and ongoing evolution towards the new economy, the Romanian banking sector is obligated to adapt to these changing conditions as well as to impose its own new rules. An important aspect of this evolution is the management of the communication process - as handling...

As companies increasingly recognize the importance of interaction with customers, relationship marketing is assuming a central place in both marketing theory and practice. The purpose of this working paper is to offer a general overview of the roots of relationship marketing as well as of its...

Brands are not just a sign. Brands are not just elements that position products and companies. For many years, brands have been regarded as the link between products/companies and their customers. However, this view has dramatically changed inasmuch as brands are now considered partners of the...

The conversion of production-provider markets in customer-demand markets brings a change of power and influence in the distribution channel from producers to retailers as the direct contact to the final consumer. In this article there will be analyzed the influence of power and satisfaction on...

Taking into account the main, already established marketing orientations the present article aims at stressing the dominant characteristic of contemporary marketing that it presents as a new paradigm of the last two decades. By emphasizing the meaning of relationship capital as fundamental...