Regional Formation and Development Studies

The article reveals the essence of relationship marketing concepts and expression in Klaipeda health care institutions. Investigated the following main relationship marketing dimensions: trust, commitment, interdependence, reciprocity, cooperation, power, communication, satisfaction, value, justice and empathy. It is stated that the direct impact on consumer loyalty in health care market has the confidence, commitment and satisfaction. Relationship marketing principles – mutual interaction and power – in health care market only partially causes consumers loyalty.