| Abstract [eng] |
Today the benefits of relationship value and its necessity as an effective competitive measure are clearly identified, however suppliers of goods and services still find it difficult to identify the relationship value to customer. Therefore creation of value to customer becomes a strategic objective of each business entity, inducing the search for possibilities of application of new business concepts. One of such possibilities is the concept of relationship marketing, directed towards the support and development of longterm relationships of business partners, based on mutual creation of relationship value. No unanimous approach in respect of variables and sub-variables influencing relationship benefits and relationship costs, which conforms to non-existence of detailed conceptual model for identification of relationship value, supplies a scientific problem: how relationship value is to be identified? The work object is relationship value to customers. The subject matter of the work is relationship value to customers in social non-governmental organisations. The objective of the work is to develop and substantiate a conceptual model for identification of relationship value to customer. For the achievement of this objective the following 5 work tasks are formulated: 1) to disclose the concept of relationship marketing and its importance to organisation; 2) to define relationship value by emphasizing its importance and constituents; 3) to perform the analysis of models for the creation of relationship value and develop a conceptual model for identification of relationship value integrating constituents and variables of relationship value; 4) to substantiate the research methodology for identification of relationship value; 5) upon empirical verification of the conceptual model for identification of relationship value to determine relationship value in social non-governmental organisations by emphasizing the most substantial constituents and variables of relationship value. Basing on scientific foresights of identification of relationship value the conceptual model for identification of relationship value is developed in this work, which is empirically verified in social non-governmental organisations. The following was established during the research: relationship value to customers in social non-governmental organisations is developed by benefits of customers obtained from relationship and incurred relationship costs. The following variables of relationship benefits imply relationship value to customers: (non)opportunistic behaviour, which is the basis for the creation of benefits of relationships; functional value which is intensified by social benefits of relationships and communication; commitment influencing the quality of service, which is the goal and the supreme objective in creating relationship value to customers in social services. Direct, psychological and indirect costs incurred by the user of social services reflect relationship costs. |
