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  6. SANTYKIŲ RINKODAROS DIMENSIJŲ RAIŠKA

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SANTYKIŲ RINKODAROS DIMENSIJŲ RAIŠKA
Volume 70, Issue 1 (2015), pp. 63–82
Deimena Kiyak   Arina Medvedeva  

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https://doi.org/10.15181/tbb.v69i1.1051
Pub. online: 4 August 2022      Type: Article      Open accessOpen Access

Published
4 August 2022

Abstract

The article reveals the essence of the concept of relationship marketing and relationship marketing major dimensions: trust, commitment, mutual dependence, reciprocity, cooperation, power, communication, satisfaction, value, fairness and empathy. Composed relationships between consumers and health care institutions support theoretical model which states that a direct effect on customer loyalty in individual health care market has confidence, commitment and satisfaction. Relationship marketing principles – interoperability and power – in personal care market only partially determines the consumer loyalty.

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Keywords
relationship marketing relationship marketing dimensions

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