An Exploratory Study of Relationship Marketing and Customer Satisfaction in the Republic of Serbia

Dragan Ćoćkalo, Dejan Dordevic, Srdan Bogetic and Zvonko Sajfert
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Dejan Dordevic: University of Novisad
Srdan Bogetic: Belgrade Business School
Zvonko Sajfert: Belgrade Business School

South-Eastern Europe Journal of Economics, 2010, vol. 8, issue 2, 241-265

Abstract: Relationship marketing represents a marketing concept whose key output is satisfying customers and other interest groups. This paper presents the results of a study which had been carried out by the first quarter of 2008. It included 84 companies and 37 experts from the Republic of Serbia. The goals of the research, related to this article, are: to incorporate relationship marketing and customer satisfaction as integral parts of a theoretically (in general) defined model for providing satisfaction of customers' requirements; to show, in that way, that the relationship marketing concept can be accepted and implemented in the Serbian economy.

Keywords: relationship marketing; customer satisfaction; process; Serbia (search for similar items in EconPapers)
JEL-codes: C19 D31 I32 (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:seb:journl:v:8:y:2010:i:2:p:241-265

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