Development of Long-term Relationships with Clients in Financial Sector Companies as a Source of Competitive Advantage

Domazet, Ivana and Zubović, Jovan and Jeločnik, Marko (2010) Development of Long-term Relationships with Clients in Financial Sector Companies as a Source of Competitive Advantage. Bulletin Universitǎţii Petrol-Gaze din Ploieşti, 62 (2). pp. 1-10. ISSN 1224-6832

Preview

Text 1. Domazet_Zubovic_Jelocnik_2010.pdf - Published Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (188kB) | Preview

Abstract

Relationship marketing represents the concept which gives long term dimension to consumer’s role and importance, because it has in its focus loyalty development and long term cooperation and partnership relationships with key clients of financial organization. Relationship marketing is focused on: loyalty obtaining and “catching” of clients for a longer period, client’s value, quality of provided service, engagement regarding fulfillment of client’s expectations, as well as concern of all employees toward the client. That is why relationship marketing represents a significant strategic leverage which can improve companies’ competitive advantage.

Actions (login required)

View Item