International Journal of Business and Management Studies
INTERNATIONAL JOURNAL OF BUSINESS AND MANAGEMENT STUDIES Vol 3, No 2, 2011 ISSN: 1309-8047 (Online)
APPLYING RELATIONSHIP MARKETING PRINCIPLES BASED ON CUSTOMER SATISFACTION RESEARCH IN A DIRECT MARKETING COMPANY IN ROMANIA Ioan Fotea Emanuel University of Oradea Nufarului 87 St., Oradea, Romania ioan.fotea@emanuel.ro Silvia Fotea Emanuel University of Oradea Nufarului 87 St., Oradea, Romania silvia.fotea@emanuel.ro Emanuel Poli Emanuel University of Oradea Nufarului 87 St., Oradea, Romania emanuel.poli@emanuel.ro -AbstractThe present paper focuses on presenting how customer satisfaction research can enable companies to build long-term relationships with their customers. Relationship marketing approach is of paramount importance to companies that want to thrive in this highly competitive environment. Scholars affirm that maintaining and building a relationship (Hollensen, 2010) with your already existing customers is a better focus than the one time deal approach. The paper proceeds in the following manner: first, the theoretical foundations of relationship marketing and customer satisfaction research are reviewed; second, there are analyzed the possibilities of implementing the principles in a direct marketing company; third, the research team presents a case study consisting of an empirical research with 392 respondents on measuring customer satisfaction of a Romanian direct marketing company with the aim of identifying the specific elements that help build satisfying and long-term relationships. Keywords: relationship, direct marketing, customer satisfaction research JEL Classification: M31
109
INTERNATIONAL JOURNAL OF BUSINESS AND MANAGEMENT STUDIES Vol 3, No 2, 2011 ISSN: 1309-8047 (Online)
1. INTRODUCTION 1.1. The Role of Relationship Marketing in Organizations In today’s competitive business environment, companies can no longer survive with a transactional attitude towards customers. They need to focus their marketing lenses to a more
APPLYING RELATIONSHIP MARKETING PRINCIPLES BASED ON CUSTOMER SATISFACTION RESEARCH IN A DIRECT MARKETING COMPANY IN ROMANIA Ioan Fotea Emanuel University of Oradea Nufarului 87 St., Oradea, Romania ioan.fotea@emanuel.ro Silvia Fotea Emanuel University of Oradea Nufarului 87 St., Oradea, Romania silvia.fotea@emanuel.ro Emanuel Poli Emanuel University of Oradea Nufarului 87 St., Oradea, Romania emanuel.poli@emanuel.ro -AbstractThe present paper focuses on presenting how customer satisfaction research can enable companies to build long-term relationships with their customers. Relationship marketing approach is of paramount importance to companies that want to thrive in this highly competitive environment. Scholars affirm that maintaining and building a relationship (Hollensen, 2010) with your already existing customers is a better focus than the one time deal approach. The paper proceeds in the following manner: first, the theoretical foundations of relationship marketing and customer satisfaction research are reviewed; second, there are analyzed the possibilities of implementing the principles in a direct marketing company; third, the research team presents a case study consisting of an empirical research with 392 respondents on measuring customer satisfaction of a Romanian direct marketing company with the aim of identifying the specific elements that help build satisfying and long-term relationships. Keywords: relationship, direct marketing, customer satisfaction research JEL Classification: M31
109
INTERNATIONAL JOURNAL OF BUSINESS AND MANAGEMENT STUDIES Vol 3, No 2, 2011 ISSN: 1309-8047 (Online)
1. INTRODUCTION 1.1. The Role of Relationship Marketing in Organizations In today’s competitive business environment, companies can no longer survive with a transactional attitude towards customers. They need to focus their marketing lenses to a more
Bibliography: INTERNATIONAL JOURNAL OF BUSINESS AND MANAGEMENT STUDIES Vol 3, No 2, 2011 ISSN: 1309-8047 (Online) INTERNATIONAL JOURNAL OF BUSINESS AND MANAGEMENT STUDIES Vol 3, No 2, 2011 ISSN: 1309-8047 (Online)