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Strengthening Company Image In Service Sector By Improving Relational Capital

Author

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  • Jamila Jaganjac

    (University Vitez, Bosnia and Herzegovina)

Abstract

This paper aims to contribute to the theoretical model of managing intellectual capital with an emphasis on the relational capital. Relational capital is especially relevant in the service sector, where differentiation is mostly based on non-price competition. Development of relational capital which strengthens the image through satisfaction of internal and external users encourages innovation and allows each process to be enriched with new knowledge. To illustrate this concept, the paper presents an empirical study of the participants of international students’ conference, coming from nine faculties from Bosnia and Herzegovina, Serbia and Croatia. Paper intends to define the steps to follow in developing a model of relational capital management at universities, taking in consideration the interaction between students' needs, defined through five levels and relationships with higher education institutions. The aim of research is also to encourage innovative processes in Bosnia and Herzegovina and region, which are not always needed to be directly connected to curricular activities, but are derived from them. The results indicate the motives and motivation of both students and professors at fifth level of interaction. It also presents possible ways to expand cooperation in the fifth stage of interaction between students and higher education institutions. As the image of the company and its employees and clients is interconnected, this research points to elements that can be improved in further interaction, in order to achieve effects on each side.

Suggested Citation

  • Jamila Jaganjac, 2016. "Strengthening Company Image In Service Sector By Improving Relational Capital," Eurasian Journal of Business and Management, Eurasian Publications, vol. 4(4), pages 21-33.
    • Handle: RePEc:ejn:ejbmjr:v:4:y:2016:i:4:p:21-33
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    References listed on IDEAS

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    2. Ljiljana Kontic, 2014. "Measuring Service Quality in Higher Education: The Case of Serbia," Human Capital without Borders: Knowledge and Learning for Quality of Life; Proceedings of the Management, Knowledge and Learning International Conference 2014,, ToKnowPress.
    3. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
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