| Abstract [eng] |
Object of the paper. Relationship marketing application of mobile telecommunication company relations with business customers. Purpose of the paper – Disclose the relationship of marketing for mobile telecommunications companies with business customers, by improving relations between assumptions. Work in order to achieve objectives, are addressed in the following tasks: • Reveal the essence of relationship marketing and the application of the basic principles of business-to-business market; • form a relationship with the company's business customer-dimensional array; • Prepare for mobile telecommunications companies with business customers, the empirical research methodology; • submit JSC „Omnitel“ relations with business customers expression, indicating the weak areas and developing relations assumptions. Structure of the paper: The first part of "relationship marketing concept and its theoretical" of the relationship marketing concept, origin, evolution. Provide traditional and relationship marketing comparison. Distinguish the types of marketing relationships, the value of their company's activities, the classification of consumer loyalty to the interface. The second part "Corporate relationships with business customers research methodology," the mobile telecommunications business relationship with consumers methodological study of consumer and enterprise levels of relationships. Available on customer relationships and dimensions of the main dimensions of the matrix, the study discusses the methods and the selection rationale. The third part of "relationship marketing to business customers "Omnitel" Improvement of the" question „Omnitel“ business customers and the types of consumer relationship analysis, the survey instrumentation, empirically confirming the mobile telecommunications business relationship with clients business model applicability. Analysis of the mobile telecommunications companies with business users in the impact the business relationship and organization of the study results, which interprets managerial aspect. The paper includes 26 pictures, 38 tables, 10 appendixes, 81 sours of literature and 89 pages. |
