<abstract xml:lang="en" xmlns="http://www.w3.org/1999/xhtml"><p>Satisfying customers and other groups of interest is the key output of relationship marketing. This paper presents the parts of the research that had been carried out by the first quarter of 2008 which included 84 quality management (QM) certified companies and 37 experts from Republic of Serbia. The goals of the research, related to this article, were: firstly, to explain customer satisfaction from the standpoint of relationship marketing concept; secondly, to show that relationship marketing concept is/can be accepted and implemented in QM certified Serbian companies - in order to integrate customer satisfaction and realionship marketing in QM concept.</p></abstract>

Satisfying customers and other groups of interest is the key output of relationship marketing. This paper presents the parts of the research that had been carried out by the first quarter of 2008 which included 84 quality management (QM) certified companies and 37 experts from Republic of Serbia. The goals of the research, related to this article, were: firstly, to explain customer satisfaction from the standpoint of relationship marketing concept; secondly, to show that relationship marketing concept is/can be accepted and implemented in QM certified Serbian companies - in order to integrate customer satisfaction and realionship marketing in QM concept.

Customer Satisfaction and Acceptance of Relationship Marketing Concept: An Exploratory Study in QM Certified Serbian Companies

Technical faculty "Mihajlo Pupin" in Zrenjanin, 23000 Zrenjanin, Djure Djakovica bb, Republic of Serbia

Organizacija

Satisfying customers and other groups of interest is the key output of relationship marketing. This paper presents the parts of the research that had been...

Customer Satisfaction and Acceptance of Relationship Marketing Concept: An Exploratory Study in QM Certified Serbian Companies

Published Online: Apr 13, 2011

Page range: 32 - 46

DOI: https://doi.org/10.2478/v10051-011-0004-y

Keywords
the process of customer satisfaction, QM, RM, Serbia

This content is open access.

Customer Satisfaction and Acceptance of Relationship Marketing Concept: An Exploratory Study in QM Certified Serbian Companies

Published Online: Apr 13, 2011

Page range: 32 - 46

DOI: https://doi.org/10.2478/v10051-011-0004-y

Keywordsthe process of customer satisfaction, QM, RM, Serbia

This content is open access.

Keywords
the process of customer satisfaction, QM, RM, Serbia