E-Knjižnica FET "Dr. Mijo Mirković"

Relational orientation as source of persistent compettitve advantage in services

Ljubojević, Čedomir and Vetro, Larisa (2007) Relational orientation as source of persistent compettitve advantage in services. In: 4th International Conference "Global Challenges for Competitiveness: Business and Government Perspective", 27-29. 9. 2007., Pula, Croatia.

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Long term survival and competitive advantage can only be accomplished by creating long term relationships with the customers. A shift is clearly taking place from marketing to anonymous masses of customers to developing and managing relationships with individual customers. New approaches to marketing are inevitable, as a result of globalization of business, recognition of vital role of customer retention and other evolving trends. Modern marketers are becoming aware of importance of relational exchange for establishing mutually satisfying relationship with customers. Customers are and will remain the central focus of all organizational activities. Relationships are fundamental for service organizations where customers are more involved in purchase situations interacting with systems, physical resources and employees of service provider. Customer relationships are built on emotional foundations characterised by high levels of commitment and trust.1 Trust builds slowly as people use services, perceive good quality, and repeatedly do not feel let down or cheated. According to Barnes2 relationships also include following vital dimensions: investment by individuals, dependence, two-way communications, sense of attachment, reciprocity, shared benefits and mutuality. The main aim of the study is to analyse important dimensions of relational exchange in order to show that relationship between customer and service organization provide the framework for everything else connected to the customer-value business model. Specifically, this paper addresses that relational exchanges form the basis of marketing strategies in services business. The purpose of this study is also to help in better understanding the essence of customer relationship management (CRM), as an ongoing business imperative which is necessary if service organization wants to remain competitive in the interactive era. The authors seek to set out the principal views presented in the literature regarding relational exchange, network organization and knowledge. The structure of this paper is as follows. First, we discuss the concept of relational exchange in service organizations, as a basis for this paper and a way to attract and retain customers by building long-term and profitable relationships. We then address the growing role of technology in customer relationships that made possible for service providers to deal with their customers individually. The following section observes knowledge as a fundamental source of competitive advantage. In section 5, we are focusing on multiple stakeholders, stressing the importance of widening “traditional” supplier-customer relationship and the role of new organizational thinking. Finally, in section 6 we will conclude this article.

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Tip objekta: Materijal konferencije ili radionice (Paper)
Dodatne informacije: 4/2007
Ključni pojmovi: relationship marketing, CRM, competitivness, networking, Konkurentost, umreženost.
Teme: 6 Tehnologija (primijenjene znanosti) > 65 Menadžment i organizacija industrije, trgovine i komunikacija > 65.01 Metode i metodologija. Teorija i praksa organizacije
Odjeli: Odjel za ekonomiju i turizam "Dr. Mijo Mirković"
Datum pohrane: 17 Oct 2012 11:35
Zadnja promjena: 08 Jan 2013 10:01
URI: http://eknjiznica.unipu.hr/id/eprint/1576

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