Relationship marketing from the perspective of employees (comparison analysis)


  • Marzena Góralczyk University of Zielona Góra



relationship marketing, enterprise, environment, suppliers, recipients, customers, employees


The aim of the study is to answer the question how the attitude of the company?s employees has changed in terms of assessing building proper relationships with business partners in relation to suppliers, recipients, customers and other entities with which the companies/organizations cooperate. Moreover, it is important to demonstrate a change in perception in the assessment of activities conducive to building good relationships. The article presents various approaches to relationship marketing as well as its application and significance for the functioning of enterprises in various areas.  The results of empirical research from two research periods conducted among respondents working in various enterprises and organizations in the Lubuskie voivodship have been presented. The subjectivity of employees in shaping relations with business partners has been demonstrated.


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How to Cite

Góralczyk, M. (2022). Relationship marketing from the perspective of employees (comparison analysis). Central European Review of Economics & Finance, 38(3), 61–77.