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An Exploratory Study of Relationship Marketing and Customer Satisfaction in the Republic of Serbia

Author

Listed:
  • Dragan Cockalo

    (University of Novisad)

  • Dejan Dordevic

    (University of Novisad)

  • Srdan Bogetic

    (Belgrade Business School)

  • Zvonko Sajfert

    (Belgrade Business School)

Abstract

Relationship marketing represents a marketing concept whose key output is satisfying customers and other interest groups. This paper presents the results of a study which had been carried out by the first quarter of 2008. It included 84 companies and 37 experts from the Republic of Serbia. The goals of the research, related to this article, are: to incorporate relationship marketing and customer satisfaction as integral parts of a theoretically (in general) defined model for providing satisfaction of customers' requirements; to show, in that way, that the relationship marketing concept can be accepted and implemented in the Serbian economy.

Suggested Citation

  • Dragan Cockalo & Dejan Dordevic & Srdan Bogetic & Zvonko Sajfert, 2010. "An Exploratory Study of Relationship Marketing and Customer Satisfaction in the Republic of Serbia," South-Eastern Europe Journal of Economics, Association of Economic Universities of South and Eastern Europe and the Black Sea Region, vol. 8(2), pages 241-265.
    • Handle: RePEc:seb:journl:v:8:y:2010:i:2:p:241-265
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    Cited by:

    1. Jaka Vadnjal, 2011. "Know-How Transfer of Public Support Programs for Small and Medium-Sized Enterprises from Slovenia to the Former Yugoslav Republic of Macedonia," South-Eastern Europe Journal of Economics, Association of Economic Universities of South and Eastern Europe and the Black Sea Region, vol. 9(2), pages 207-227.

    More about this item

    Keywords

    relationship marketing; customer satisfaction; process; Serbia;
    All these keywords.

    JEL classification:

    • C19 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Other
    • D31 - Microeconomics - - Distribution - - - Personal Income and Wealth Distribution
    • I32 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - Measurement and Analysis of Poverty

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