| Abstract [eng] |
Nurturing and developing customers’ loyalty are ones of the main company’s goals, in order to assure permanent activity that would be successful, profitable and competitive. In business-to-business marketing, where companies are the clients, the importance of building and assuring permanent relationships is noticeable. Nurturing rapport between the company and the customer becomes more and more difficult due to various reasons: little company redevelopment costs, supply greater than demand, customers’ mobility and other. As companies aim to create a long-term relationship that would make the customer loyal in the future and seek to reduce the risk of losing the client, the impact of the quality of relationships and services becomes noticeable. In scientific literature, there is a lot of empiric research oriented towards the impact of the quality of relationships and services on customers’ loyalty, however, the studies that were carried out allowed detecting the lack of research. Based on the scientific studies that analysed the impact of the quality of relationship on the customers’ loyalty, it was identified that there are no clearly distinguishable dimensions of the quality of relationship in the literature. Therefore, in order to nurture customers’ loyalty in the future, each analysed market should have an individual construct of the quality of relationships. The analysis of literature on the quality of services shows that the majority of scientists focus on sectors where the provided service is the main one. Therefore, the lack of research on additional services is clear. While analysing the quality of relationships and services, it was identified that the empirical research of majority of the scientists is carried out in service sectors, which leads to the need of research in the areas of industrial trade. It is also noted that scientists review the impact of the dimensions of relationships and services’ quality on customers’ loyalty but the overall influence of the construct in building and nurturing loyalty is not evaluated. Only a small part of the research is oriented towards the impact of the relationship and services quality on the loyalty of attitude and behaviour in business-to-business marketing. |
