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

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  • Ćoćkalo Dragan

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

  • Đorđević Dejan

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

  • Sajfert Zvonko

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

Abstract

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.

Suggested Citation

  • Ćoćkalo Dragan & Đorđević Dejan & Sajfert Zvonko, 2011. "Customer Satisfaction and Acceptance of Relationship Marketing Concept: An Exploratory Study in QM Certified Serbian Companies," Organizacija, Sciendo, vol. 44(2), pages 32-46, March.
    • Handle: RePEc:vrs:organi:v:44:y:2011:i:2:p:32-46:n:2
    DOI: 10.2478/v10051-011-0004-y
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    References listed on IDEAS

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    1. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    2. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    3. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
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