CUSTOMER RELATIONSHIP MANAGEMENT - A MAJOR ELEMENT OF THE COMPANYS BUSINESS STRATEGY

Nicoleta Rossela Dumitru, Ivona Stioca and Costel Negricea ()
Authors registered in the RePEc Author Service: Ivona Stoica ()

Holistic Marketing Management Journal, 2011, vol. 1, issue 3, 16-21

Abstract: Customer oriented relationship marketing requires continuous and comprehensive identification and analysis of customer expectations, their translation into delivery of the products and services, and conduct of interaction with customers, in order to develop and maintain long term and economically advantageous relationships. Market orientation envisages not only the current business customers, but also all market participants getting into relationship with the enterprise; on the other hand, customer orientation is aimed primarily at meeting their needs and expectations, while the creation of a competitive advantage on the market moves in the background.

Keywords: relationship marketing; customer orientation; CRM; customer value; customer satisfaction; customer behavior. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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