The development of long-term relationship between mobile service organizations and consumers

• Journal: Global Academic Society Journal: Social Science Insight, Vol. 4, No. 12, year 2011, pp. 26-36.
• Author(s): Miglė Brazinskaitė, Agnė Ramanauskaitė
• Category: Social Science Insight I
• Keywords: relationship marketing, consumer loyalty, consumer relationship management, mobile service organizations

Abstract

The ability to use and manage properly the advantages of relationship marketing is considered an excellent, exclusive competence of the organization. To develop this competence the organization must understand the essence of the relationship marketing conception. Therefore, this article reveals the concept of relationship marketing, focuses on service consumers – an essential element of the new marketing orientation, and on the formation of long-term relationship with consumers, characteristics, methods and measures that lead to a sustainable, continuous, mutual beneficial interaction. The article analyzes the significance of long-term relationship for the mobile service organizations, the relationship nature of the mobile service users and providers and the main factors affecting that relationship. Lastly, are given suggestions and recommendations for mobile service organizations that strive for consumers’ loyalty.