DEVELOPING RELATIONS WITH CUSTOMERS: PRESENTATION OF DIFFERENT VIEWPOINTS

Alena Piknová

doi:10.12955/cbup.v4.739

Alena Piknová Vysoká škola manažmentu, City University of Seattle, Bratislava

DOI: https://doi.org/10.12955/cbup.v4.739

Keywords: customer relations, values, customer satisfaction, long-term relations

Abstract

The theme of customer relations management is constantly being developed. The goal of this paper is to provide insight regarding customer relations from multiple viewpoints. This paper collates the recent information on the subject. Based on all entries, the most important factor for both the customer, and more so, the retailer, is customer satisfaction. The most important relates to the human being. The study examines research results of various authors and study identifies possible risks arising from the interaction of providing services and goods.

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