| Abstract [eng] |
After there had been proved the benefits of customer retention for an enterprise, relationship marketing has found its place in the practice of service business. The numerous researchers were directed their efforts towards finding the best solutions to achieve customer relationship longevity. The analysis of more recent studies on question under investigation showed, that despite the abundance of scientific literature, still there is not reached consensus on employee influence on customer relationship within organization as well as on the relationship concept itself. Identification of the main predictors of long-term customer relationships still is a relevant object of scientific researches. This paper focuses on the concept of relationship marketing and its development within the context of various marketing theories, the importance of employees in organization – customer relationships and organization’s orientation on employees. Keeping clients, by developing relationships with them, is crucial to establishing and maintaining a competitive advantage in the market. The aim of this paper is to find out how organization internal orientation on employees influences employees relationships with customer. In order to achieve the goal a comprehensive literature review of relationship marketing was undertaken the following tasks are analyzed:  To disclose factors that influenced the approach of relationship marketing.  To investigate the main factors that influence long term customer – organization relationships.  To analyze the internal marketing orientation influence on strong employee – customer relationship;  To review the empirical researches and prepare the model of organization relationship management with employees and customer.  To make a research according on proposed model and make a conclusions. Private banking sector was selected for the empirical research and a proposed model had been tested on SEB bank. A study was undertaken among a sample of 179 SEB bank clients and 69 employees The results show that customer – employee relationships are an important criterion in the customer - organization relationship maintenance. The paper consists of 98 pages including 7 tables and 41 pictures. The main material is described in 82 pages. |
