New, competitive market conditions, where companies need to fight for their survival, rendered evident that building and managing relationships with customers is vital. At the basis of every long term relationship lies the customer satisfaction. In the service area the construct of satisfaction...

The relationship marketing aims the construction of a durable relation between the enterprise and the final client, identified at an individual level. The particular part of the relationship marketing has two main concepts: individuality and the relation. This paper presents the concepts of...

There is much debate as to where the place of relationship marketing (RM) in general marketing theory is, its domain, the way it should be defined and so on. This paper addresses two problems concerning the status of RM, with reference to previous research and the commercial practices of...

This paper is about a research regarding the implications of present economic crisis on a market created to cover various risks that could affect both individuals and companies. The main objective of the research was to establish the coordinates of the insurance market at the EU countries level...

Almost every sales opportunity required us to get involved with our customer`s finance department to develop a business case or cost justification. Business acumen (an understanding of how business works) is more than just knowing words and their definitions; it`s understanding that poor...

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...

The current study defines the platform for approaching the subject of marketing financial services to businesses. The relationship between a financial institution and its business customer has been analyzed in the framework of relationship marketing. The author proposes that there are multiple...

Facilitating entrepreneurial networks is a key to promoting entrepreneurial vitality in a region. The focus of this research was to investigate methods to enhance member involvement in entrepreneur network organizations (ENOs), building from concepts in relationship marketing. Six organizations...

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...