THE IMPACT OF TRANSACTIONAL AND RELATIONAL MARKETING ON CUSTOMER RETENTION IN THE ROMANIAN ECONOMIC ENVIRONMENT

Andrei Maxim

A chapter in EURINT Proceedings 2013, 2013, vol. 1, pp 821-833 from Centre for European Studies, Alexandru Ioan Cuza University

Abstract: In many industries, customer retention is considered to be one of the prerequisites of a company’s profitability, while satisfying customer needs is usually regarded as the first step towards customer loyalty. Retention and loyalty are even more important in times of economic crisis when customers tend to abandon their traditional suppliers’ offerings in favor of cheaper alternatives. Companies use various marketing types, both from the transactional and the relational approaches, in order to attain higher retention rates. The aim of this paper is to investigate how Romanian companies perform in terms of customer satisfaction and retention and what types of marketing have a significant impact on these indicators.

Keywords: transactional marketing; relationship marketing; customer satisfaction; customer retention (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:jes:euri13:821-833

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