Relationship Marketing and Customer Service in the Market

Abstract

The modern stage of scientific and technical progress, the globalization of production and consumption processes, has led to the development of relationship of marketing, which means establishing not one-time but permanent mutually beneficial relationships with the customer or the transition from mass to individualized, based on the dialogue with the customer marketing.

In order for a service company to achieve stronger relationships with the customer and better meet its needs, it is necessary to use one of the following three approaches: 1. Bring additional financial benefits to the customer’s relationship; 2. Bring additional social benefits with addition to financial; 3. Involvement of structural connections with financial and social benefits.

In the context of the relationship marketing concept, in order to further develop the customer service, it is important to properly use the methods of service process formation and analysis. Receiving benefits in the field of services and meeting the needs of the customers themselves mainly takes place in the process of providing services in the two-way relationship between the buyer and the seller. Therefore, in order to identify the consumer „benefit cart“, the following are used: 1. Diagrammatic design method; 2. Method of concept of „point of contact“; 3. „Consumer Protocol“ method.

Much has been written in the economic literature about relationship of marketing, but so far there is no clear and general algorithm for how to build long-term relationships with customers.