| Title |
Empirical researches of relationship marketing: the role in foreign countries and Lithuania / |
| Translation of Title |
Santykių marketingo empiriniai tyrimai: jų vaidmuo užsienio šalyse ir Lietuvoje. |
| Authors |
Juščius, Vytautas ; Navickas, Valentinas ; Jonikas, Donatas |
| Full Text |
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| Is Part of |
Inžinerinė ekonomika = Engineering economics.. Kaunas : Technologija. 2006, vol. 49, no. 4, p. 95-103.. ISSN 1392-2785. eISSN 2029-5839 |
| Keywords [eng] |
relationship marketing ; customer loyalty ; empirical researches of relationship marketing |
| Abstract [eng] |
This article emphasizes the importance of empirical researches of relationship marketing, their theoretical and methodological validity, and summarizes the experience of foreign and Lithuanian researchers in this field. It also shows the evolution of the definition of relationship marketing. There is a great number of empirical researches, which require developing a generalized approach to their theoretical validity, the adequacy of applied methods, and possibility of their practical use. This study is carried out in order to evaluate the importance of researches made by Western countries’ scientists in the last two decades, to systematize different approaches to customer loyalty problems, and review the newest works of Lithuanian researchers dedicated to various aspects of relationship marketing. It can be deduced that the concept of relationship marketing has evolved under the influence of separate scientific researches. Different purposes and aspects of these studies were the reason of various relationship marketing concepts. In practise it determines the fact that relationship marketing means different things to different companies. [...]. |
| Published |
Kaunas : Technologija |
| Type |
Journal article |
| Language |
English |
| Publication date |
2006 |
| CC license |
|
