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The Impact Of Transactional And Relational Marketing On Customer Retention In The Romanian Economic Environment

In: EURINT Proceedings 2013

Author

Listed:
  • Andrei MAXIM

    (“Alexandru Ioan Cuza” University of Iasi, Romania)

Abstract

In many industries, customer retention is considered to be one of the prerequisites of a company’s profitability, while satisfying customer needs is usually regarded as the first step towards customer loyalty. Retention and loyalty are even more important in times of economic crisis when customers tend to abandon their traditional suppliers’ offerings in favor of cheaper alternatives. Companies use various marketing types, both from the transactional and the relational approaches, in order to attain higher retention rates. The aim of this paper is to investigate how Romanian companies perform in terms of customer satisfaction and retention and what types of marketing have a significant impact on these indicators.

Suggested Citation

  • Andrei MAXIM, 2013. "The Impact Of Transactional And Relational Marketing On Customer Retention In The Romanian Economic Environment," EURINT Proceedings, in: Center for European Studies (ed.), EURINT Proceedings 2013, edition 1, volume 1, pages 821-833, Centre for European Studies, Alexandru Ioan Cuza University.
    • Handle: RePEc:jes:euri13:821-833
    as

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    References listed on IDEAS

    as
    1. Juraj Stancik & Paul Desruelle, 2012. "THE PREDICT 2012 Report: An analysis of ICT R&D EU and beyond," JRC Research Reports JRC75513, Joint Research Centre.
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