Benazić, Dragan (2012) The role of after sales marketing activities in the maintenance of long-term business relationships with management consulting services’ customers. In: 6th International Conference "An Enterprise Odyssey: Corporate governance and public policy — path to sustainable future". Faculty of Economics & Business University of Zagreb, pp. 1193-1205.
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In order to maintain long-term business relationships, besides offering high quality services and satisfying the customers, on completion of the consulting project the service providers have to implement various after sales marketing activities. Research into the role of after sales marketing activities in the continuation and maintenance of business relationships with the MC services customers has been rare and related mostly to determining the customers’ preferences in relation to a number of marketing activities (Schade, 1996, Barchewitz, Aermbruester, 2004). However, we lack research of the hidden factors that explain what customers’ preferences are in relation to after sales marketing activities. The results of a research carried out on a sample of 110 Croatian company managers indicate that AS marketing activities contributed to the continuation, maintenance and stabilising of the business relationship with the customers. AS marketing activities aimed at the improvement of the results of the service and AS marketing activities that offer a better understanding of the needs of the customers are the ones that most influence the continuation of the business relationship with the customer.
| Tip objekta: | Dio knjige |
|---|---|
| Mentor: | NIJE ODREĐENO |
| Ključni pojmovi: | after sales marketing, relationship marketing, long-term relationship, management consulting services, B2B Services Marketing |
| Teme: | 6 Tehnologija (primijenjene znanosti) > 65 Menadžment i organizacija industrije, trgovine i komunikacija > 658 Poslovni menadžment, upravljanje, administracija. Organizacija poslovanja > 658.8 Marketing. Prodaja. Prodavanje. Distribucija, raspačavanje > 658.89 Kupci kao objekti prodajnih napora. Potencijalni kupci, klijenti |
| Odjeli: | Fakultet ekonomije i turizma "Dr. Mijo Mirković" |
| Datum pohrane: | 20 Feb 2014 07:22 |
| Zadnja promjena: | 20 Feb 2014 07:22 |
| URI: | http://eknjiznica.unipu.hr/id/eprint/3235 |
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