engleski

Do Slovenian Service companies belong to the mainstream of relationship oriented companies?

In this paper, the authors examine empirically if Slovenian business service companies have adopted the practice of long-term buyer-supplier relationships which has grown in popularity in many countries. A conceptual model was formed to summarize our predictions about the relationship between the variables, and a set of observable indicators for the construct was proposed. In order to test the model a sample of 103 business service companies was selected. The results of cluster analysis suggested that marketing activities of almost half of the business service companies studied were guided by the philosophy of relationship marketing, although this might not be a well-thought-out concept.

Relationship Marketing; Business-to-business Marketing

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