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

• Authors: Dragan Ćoćkalo , Dejan Đorđević , Zvonko Sajfert
• 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.

Keywords

EN

the process of customer satisfaction; QM; RM; Serbia

• Publisher: Sciendo
• Journal: Organizacija
• Year: 2011
• Volume: 44
• Issue: 2
• Pages: 32-46

Dates

published

2011-03-01

online

2011-04-13

Contributors

author

Dragan Ćoćkalo

• Technical faculty "Mihajlo Pupin" in Zrenjanin, 23000 Zrenjanin, Djure Djakovica bb, Republic of Serbia

author

Dejan Đorđević

• Technical faculty "Mihajlo Pupin" in Zrenjanin, 23000 Zrenjanin, Djure Djakovica bb, Republic of Serbia

author

Zvonko Sajfert

• Technical faculty "Mihajlo Pupin" in Zrenjanin, 23000 Zrenjanin, Djure Djakovica bb, Republic of Serbia

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Identifiers

DOI

10.2478/v10051-011-0004-y