<abstract xmlns="http://www.w3.org/1999/xhtml"><p>In fact, all demands and advances in customer satisfaction are the result of the technology and company developments. The companies that accept this and constantly create value for the customer provide a competitive advantage for themselves and for both sides the business potential. Getting new customers can be a very expensive process. This process includes considerable marketing costs such as advertising costs, sales promotion costs, PR, seller time costs etc. Therefore, every customer represents an investment for company. It has been proven that if a company treats its customers properly and they are loyal for a long time, they will bring more and more profits to the company every year. In this article, we focus on the relationship marketing that focuses on customer loyalty. Effective relationship marketing involves a variety of overlapping strategies and technologies that help foster a deeper, long-term relationship with current and prospective customers.</p></abstract>

In fact, all demands and advances in customer satisfaction are the result of the technology and company developments. The companies that accept this and constantly create value for the customer provide a competitive advantage for themselves and for both sides the business potential. Getting new customers can be a very expensive process. This process includes considerable marketing costs such as advertising costs, sales promotion costs, PR, seller time costs etc. Therefore, every customer represents an investment for company. It has been proven that if a company treats its customers properly and they are loyal for a long time, they will bring more and more profits to the company every year. In this article, we focus on the relationship marketing that focuses on customer loyalty. Effective relationship marketing involves a variety of overlapping strategies and technologies that help foster a deeper, long-term relationship with current and prospective customers.

What is Relationship Marketing and How to Use it to Connect with Your Customers

Slovak University of Technology in Bratislava

Faculty of Materials Science and Technology in Trnava, Institute of Industrial Engineering and Management

Research Papers Faculty of Materials Science and Technology Slovak University of Technology

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"What is Relationship Marketing and How to Use it to Connect with Your Customers"}

In fact, all demands and advances in customer satisfaction are the result of the technology and company developments. The companies that accept this and...

What is Relationship Marketing and How to Use it to Connect with Your Customers

Published Online: Jul 06, 2020

Page range: 29 - 35

Received: Apr 08, 2020

Accepted: May 06, 2020

DOI: https://doi.org/10.2478/rput-2020-0004

Keywords
Relationship marketing, customer relationship building, CRM

© 2020 Veronika Johanesová et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

What is Relationship Marketing and How to Use it to Connect with Your Customers

Published Online: Jul 06, 2020

Page range: 29 - 35

Received: Apr 08, 2020

Accepted: May 06, 2020

DOI: https://doi.org/10.2478/rput-2020-0004

KeywordsRelationship marketing, customer relationship building, CRM

© 2020 Veronika Johanesová et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Relationship marketing, customer relationship building, CRM