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The Financial Impact of the Use of Relationship Marketing Principles in the Communication of Public Institutions

Author

Listed:
  • Raluca Năstase ANYSZ

    (The Bucharest University of Economic Studies)

  • Nicolae Alexandru POP

    (The Bucharest University of Economic Studies)

  • Vlad Daniel SAVIN

    (The Bucharest University of Economic Studies)

Abstract

This study analyses the financial performance of public entities registered in the European Transparency Register based on their communication patters and use of relationship marketing principles. The main objective of the article is to establish whether correlations exist between financial performance and the fulfilment of relationship marketing principles such as trust and commitment, as emphasized in the communication of the analysed institutions. By using bivariate analysis and multiple linear regression, a series of correlations are found and a model of prediction is developed. The research thus entails practical recommendations for public institutions, in view of improved performance and access to finances.

Suggested Citation

  • Raluca Năstase ANYSZ & Nicolae Alexandru POP & Vlad Daniel SAVIN, 2021. "The Financial Impact of the Use of Relationship Marketing Principles in the Communication of Public Institutions," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 193-202, August.
    • Handle: RePEc:aes:jetimm:v:1:y:2021:i:1:p:193-202
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    References listed on IDEAS

    as
    1. Varsha Verma & Dheeraj Sharma & Jagdish Sheth, 2016. "Does relationship marketing matter in online retailing? A meta-analytic approach," Journal of the Academy of Marketing Science, Springer, vol. 44(2), pages 206-217, March.
    2. Frauke Kreuter & Richard Valliant, 2007. "A survey on survey statistics: What is done and can be done in Stata," Stata Journal, StataCorp LP, vol. 7(1), pages 1-21, February.
    3. Miquel-Romero, Maria José & Caplliure-Giner, Eva María & Adame-Sánchez, Consolación, 2014. "Relationship marketing management: Its importance in private label extension," Journal of Business Research, Elsevier, vol. 67(5), pages 667-672.
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    More about this item

    Keywords

    Relationship marketing; communication; public institutions; financial performance.;
    All these keywords.

    JEL classification:

    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • N20 - Economic History - - Financial Markets and Institutions - - - General, International, or Comparative
    • H83 - Public Economics - - Miscellaneous Issues - - - Public Administration

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