文章基本信息

标题：RELATIONSHIP MARKETING - THE KEY TO GAINING A COMPETITIVE ADVANTAGE IN THE TOURISM INDUSTRY
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作者：Ciochina Iuliana Maria Carmen Iordache Denisa Parpandel Popa Roxana
期刊名称：Annals of the University of Oradea : Economic Science
印刷版ISSN：1222-569X
电子版ISSN：1582-5450
出版年度：2009
卷号：XVIII
期号：02
出版社：University of Oradea
摘要：Within relational marketing, marketing managers must set up and implement efficient strategies and programmes in order to attract and keep their customers. In case of losing their customers, it is necessary they explore the causes and try to emotionally or rationally regain them, especially if customers’ strategic value is high to suppliers. The balance between attracting new customers and keeping the current ones has a dynamic feature proved by the change in priorities of the two main concerns during enterprisers’ and products’ progress on the market. The business environment where enterprisers in the Romanian tourism develop their activities is complex and continuously changing. This imposes an increase in the concerns of tourism managers that should take account of the motivations and demands of current and potential tourists, which would be the best way to attract customers and make them loyal.
关键词：relational marketing, attracting, keeping, customer value, strategy.