PL EN


Journal
2011 | 44 | 2 | 32-46
Article title

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

Title variants
Languages of publication
EN
Abstracts
EN
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.
Publisher
Journal
Year
Volume
44
Issue
2
Pages
32-46
Physical description
Dates
published
2011-03-01
online
2011-04-13
Contributors
  • Technical faculty "Mihajlo Pupin" in Zrenjanin, 23000 Zrenjanin, Djure Djakovica bb, Republic of Serbia
  • Technical faculty "Mihajlo Pupin" in Zrenjanin, 23000 Zrenjanin, Djure Djakovica bb, Republic of Serbia
  • Technical faculty "Mihajlo Pupin" in Zrenjanin, 23000 Zrenjanin, Djure Djakovica bb, Republic of Serbia
References
  • Ailawadi, K. L., Neslin, S. A. & Gedenk, K. (2001). Pursuing the value-conscious consumer: store brands versus national brand promotions. Journal of Marketing. 65(1): 71-89.[Crossref]
  • Babin, B. J., Darden, W. R. & Griffin M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research. 20(March): 644-656.[Crossref]
  • Bendapudi, N., & Berry, L. L. (1997). Customers' motivations for maintaining relationships with service providers. Journal of Retailing, 73(1): 15-37. DOI: 10.1016/S0022-4359(97)90013-0.[Crossref]
  • Berry, L. L. (1983). Relationship Marketing. in: Berry, L. L., Shostack, G. L., & Upah, G. D., Emerging Perspectives of Services Marketing (25-8). Chicago, IL: American Marketing Association.
  • Berry, L. L. (1995). Relationship Marketing of Services: Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science. 23(4): 236-245. DOI: 10.1177/009207039502300402.[Crossref]
  • Bešić, C., Đorđević, D., & Ćoćkalo, D. (2009). Modelling of the process for providing satisfaction of customer requirements. TTEM-Technics Technologies Education Management. 4(2): 144-158.
  • Brookes, R., & Little, V. (1997). The new marketing paradigm: What does customer focus now mean? Marketing and Research Today, 25 (2), ESOMAR.
  • Chandon, P., Wansink, B. & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing. 64(4): 65-81. DOI: 10.1509/jmkg.64.4.65.18071.[Crossref]
  • Ćoćkalo, D. (2008). Model za obezbeđivanje zadovoljenja zahteva korisnika u skladu sa ISO 9000 serijom standarda i potrebama privrede Republike Srbije [A Model for Assuring Satisfaction of Customer's Requirements According to ISO 9000 Series of Standards and the Needs of Serbian Republic Economy]. Unpublished doctoral dissertation. University of Novi Sad, Technical Faculty "Mihajlo Pupin" in Zrenjanin, Zrenjanin.
  • Ćoćkalo, D., & Djordjević, D. (2006). Managing key flows in company in function of achieving business excelence. IJ Total Quality Management & Excellence. 34(1-2): 97-101.
  • Ćockalo, D., & Djordjević, D. (2008). Business strategy for providing satisfaction of customer requirements. IJ Communications in Dependability and Quality Management. 11(3): 59-67.
  • Coleman, L. G. (1992, March 2). Learning what customers like, Marketing News, 1-12.
  • Conca, et al. (2004). Development of a measure to assess quality management in certified firms. European Journal of operational Research. 156(3): 683-697. DOI:10.1016/S0377-2217(03)00145-0.[Crossref]
  • Dale, B. G. (1997). Characteristics of organizations not committed to total quality management. Proceedings of the Institution of Mechanical Engineers, Part B: Journal of Engineering Manufacture. 211(5): 377-384. DOI: 10.1243/954405971516356.[Crossref]
  • Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations: some evidence from Greece. Management Research News. 29(12): 782-800. DOI: 10.1108/01409170610717817[Crossref]
  • Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effect of price, brand, and store information of buyers' product evaluations. J Mark Res. 28(August): 307-19.[Crossref]
  • Evans, J., & Laskin, R. (1994). The relationship marketing process: A conceptualization and application. Industrial Marketing Management. 23(5): 439-452. DOI: 10.1016/0019-8501(94)90007-8.[Crossref]
  • Evans, S., & Burns, A. D. (2007). An investigation of customer delight during product evaluation: Implications for the development of desirable products. Proceedings of the Institution of Mechanical Engineers, Part B: Journal of Engineering Manufacture. 221(11): 1625-1640. DOI: 10.1243/09544054JEM786.[Crossref]
  • Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000, July). Understanding the customer base of service providers: An examination of the differences between switchers and stayers. Journal of Marketing. 64(3): 65-87. DOI: 10.1509/jmkg.64.3.65.18028.[Crossref]
  • Grönroos, C. (1994). From Marketing Mix to Relationship Marketing. Management Decision. 32(2): 4-20. DOI: 10.1108/00251749410054774.[Crossref]
  • Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in service industries: The customer's perspective. Journal of the Academy of Marketing Science, 26(2): 101-114. DOI: 10.1177/0092070398262002.[Crossref]
  • Hanić, H. (1997). Istraživanja u marketingu [Marketing Research]. Belgrade: Faculty of Economics.
  • Holbrook, M. B. & Corfman, K. P. (1985). Quality and value in the consumption experience: Phaedrus rides again (31-57). In: Jacoby J, Olson J, editors. Perceived quality. Lexington (MA)7 Lexington Books.
  • Holbrook, M. B. (2005): Customer value and autoethnography: subjective personal introspection and the meanings of a photograph collection. Journal of Business Research. 58(1): 45-61. DOI:10.1016/S0148-2963(03)00079-1.[Crossref]
  • Homburg, C., Koschate, N., & Hoyer, W. D. (2005, April). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing. 69(2): 84-96. DOI:10.1509/jmkg.69.2.84.60760.[Crossref]
  • Hung-Chang Chiua, T., Yi-Ching, H., Yu-Chuan & L./Leed. M. (2005). Relationship marketing and consumer switching behavior. Journal of Business Research, 58(12): 1681-1689. DOI:10.1016/j.jbusres.2004.11.005.[Crossref]
  • Irani, Z., Baskese, A., & Love, P. E. D. (2004). Total quality management and corporate culture: Constructs of organzational excellence. Technovation. 24(8): 643-650. DOI: 10.1016/S0166-4972(02)00128-1:[Crossref]
  • ISO, ed. (2007). The ISO Survey 2006. Retrieved from
  • ISO, ed. (2008). The ISO Survey 2007. Retrieved from
  • Jones, T. O. & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review. 73(6): 88-99.
  • Keaveney, S. M. (1995). Customer switching behavior in-service industries - An exploratory-study. Journal of Marketing, 59(2): 71-82.[Crossref]
  • Kotler, P. (1994). Marketing Management: Analysis, planning, implementation, and control (8th edition). New Jersey: Prentice Hall International Editions.
  • Lin, N. P., Weng, J. C. M., & Hsieh, Y. C. (2003). Relational bonds and customer's trust and commitment: A study on the moderating effects of web site usage. The Service Industries Journal. 23(3): 103-124. DOI: 10.1080/714005111.[Crossref]
  • Loudon, D. L. & Bitta, A. J. D. (1993). Consumer Behavior: Concept and Application (4th edition). New York: McGraw-Hill.
  • Miller, T. O. (1992): A Customer's Definition of Quality. Journal of Business Sfrategy. 13(1): 4-7. DOI: 10.1108/eb039461.[Crossref]
  • Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of Marketing Research. 38(1):131-142. DOI: 10.1509/jmkr.38.1.131.18832.[Crossref]
  • Oliva, T. A., Oliver, R. L., & MacMillan, I. C. (1992). A catastrophe model for developing service satisfaction strategies. Journal of Marketing. 56(3): 83-95. Article Stable URL: http://www.jstor.org/stable/1252298.
  • Paulssen, M., & Mirk, M. M. (2007). Satisfaction and repurchase behavior in a business-to-business setting: Investigating the moderating effect of manufacturer, company and demographic characteristics. Industrial Marketing Management. 36(7): 983-997. doi: 10.1016/j.indmarman.2007.05.011[Crossref]
  • Piercy, N. F. (1996). The effects of customer satisfaction measurement: the internal market versus the external market. Marketing Intelligence & Planning. 14(4): 9-15. doi: 10.1108/02634509610121514[Crossref]
  • Preradović, K. (2008, December 6). Umesto obrazovanja, uvozićemo IT stručnjake [Instead of education, we will import IT experts]. Novac. Belgrade: Ringier, 4-5. Retrieved from http://www.blic.rs.
  • Pride, W. M. & Ferrell, O. C. (2003). Marketing: concepts and strategies (12th edition). Boston, MA: 7 Houghton Mifflin Company.
  • Reichheld, F. F. (1996). Learning from customer defections. Harvard Business Review. 74(2): 56-69. DOI: 10.1225/96210.[Crossref]
  • Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review. 81(12), 46-57. Retrieved from http://hbr.org.
  • Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: An empirical study. European Journal of Marketing. 37(1/2): 169-196. DOI: 10.1108/03090560310454037.[Crossref]
  • Sajfert, Z., Đorđević, D. & Bešić, C. (2008). Menadžment kvalitetom-preduslov uspostavljanja konkurentnosti domaćih preduzeća [Quality management-prerquisite for accomplishing competitiveness of national companies]. Tehnika. 1/2008: 19-26. Belgrade: AETI of Serbia.
  • Saraph, J., Benson, G., & Schroeder, R. (1989). An instrument for measuring the critical factors of quality management. Decision Sciences. 20(4): 810-829. doi: 10.1111/j.1540-5915.1989.tb01421.x[Crossref]
  • Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th edition). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Stahl, M. J. (1999). Perspectives in Total Quality. Milwaukee, WI: Blackwell.
  • Terziovski, M., & Samson, D. (1999). The Link between TQM Practice and Organisational Performance. International Journal of Quality and Reliability Management. 16(3): 226-237. DOI: 10.1108/02656719910223728.[Crossref]
  • Tsuen-Ho, H. & Ling-Zhong, L. (2006). QFD with Fuzzy and Entropy Weight for Evaluating Retail Customer Values. Total Quality Management. 17(7): 935-958. DOI: 10.1080/14783360600598223.[Crossref]
  • Williams, J. D., Han, S. L., & Qualls, W. J. (1998). A conceptual model and study of crosscultural business relationships. Journal of Business Research, 42(2): 135-143. DOI: 10.1016/S0148-2963(97)00109-4.[Crossref]
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.doi-10_2478_v10051-011-0004-y
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.