DEVELOPMENT OF THE CONCEPT OF RELATIONSHIP MARKETING
DOI:
https://doi.org/10.37332/Keywords:
relationship marketing, transactional marketing, customer relationship management, loyalty, partnership, evolution of marketingAbstract
Lytiuk D.S. DEVELOPMENT OF THE CONCEPT OF RELATIONSHIP MARKETING
Purpose. The aim of the study is to analyse the evolution of the concept of relationship marketing, identify its key characteristics, principles, and significance for modern enterprises, and substantiate the role of customer relationship management (CRM) as a strategic tool for enhancing the competitiveness of enterprises.
Methodology of research. A comprehensive approach was used to achieve the stated purpose: literature analysis – to trace the prerequisites for the emergence, main development stages, and conceptualization of relationship marketing; comparative analysis – to distinguish between the concepts of “relationship marketing,” “partnership marketing,” and “loyalty marketing,” and to define key characteristics and principles of relationship marketing in comparison with transactional marketing; system analysis of CRM and Relationship Marketing Tools – to determine their impact on customer loyalty, profitability, and competitive advantage. This methodology allows the alignment of theoretical concepts with practical results of implementing relationship marketing in contemporary business conditions, particularly in Ukraine.
Findings. The study establishes that relationship marketing functions as a strategic management philosophy that ensures the transition from short-term transactions to long-term mutually beneficial relationships with all key stakeholders. The main characteristics of this approach are identified, including long-term orientation, mutual benefit, trust, cooperation and consumer orientation.
The role of CRM systems and the concept of customer lifecycle value (CLV) in increasing the efficiency of business processes, personalizing offers, and building customer loyalty are analysed. It is substantiated that the use of affiliate marketing enables companies to optimize interactions with suppliers and distributors, reduce risks, increase profitability, and create long-term competitive advantages.
Originality. The scientific novelty lies in the generalization and systematization of approaches to relationship marketing through the integration of three key components: CRM management, Customer Lifetime Value (CLV) concept, and partnership marketing. The study substantiates that their combined application ensures the formation of long-term mutually beneficial relationships with stakeholders and contributes to enhancing the competitiveness of enterprises in the current market conditions.
Practical value. The proposed relationship marketing tools can be implemented in enterprises across various sectors (industry, agriculture, trade, and services) to increase customer loyalty, optimize business processes, enhance profitability, and strengthen market positions. Utilizing CRM, CLV, and partnership marketing allows the creation of an integrated strategy that ensures long-term competitiveness and stability of the enterprise.
Key words: relationship marketing, transactional marketing, customer relationship management, loyalty, partnership, evolution of marketing.
References
1. Ivanova, M. and Miro, I. (2024), “Motivating Staff to Be Creative as a Factor in Ensuring the Competitiveness, Innovation and Adaptability of an Enterprise”, Economic Bulletin of Cherkasy State Technological University, Vol. 25, Issue 2(73), pp. 110–120.
2. Moroz, L.A. and Kniazyk, Yu.M. (2007), “Relationship Marketing: Problems of Conceptual Apparatus”, Bulletin of the National University “Lviv Polytechnic”, no. 576, pp. 29–32.
3. Harkavenko, S.S. (2002), Marketynh [Marketing], Libra, Kyiv, Ukraine, p. 29.
4. Holovchuk, Yu.O., and Dybchuk, L.V. (2019), Marketynh partnerskykh vidnosyn: modeliuvannia ta optymizatsiia parametriv vzaiemodii zi spozhyvachamy [Relationship Marketing as an Important Element of Competitive Marketing Strategy], available at: http://www.irbis-nbuv.gov.ua/cgi-bin/irbis_nbuv/cgiirbis (access date July 02, 2025).
5. Strii, L.O. (2000), Marketynhove upravlinnia na rubezhi XXI stolittia: systemne doslidzhennia [Marketing Management at the Turn of the 21st Century: A Systemic Study], monograph, Astroprynt, Odesa, Ukraine, 304 p.
6. Holovchuk, Yu.O. and Dybchuk, L.V. (2019), “Relationship Marketing as an Important Element of Competitive Marketing Strategy”, Ekonomika ta suspilstvo, iss. 43, available at: http://www.irbis-nbuv.gov.ua/cgi-bin/irbis_nbuv/cgiirbis (access date July 02, 2025).
7. Kolomytseva, O.V., Vasylchenko, L.S., and Pepchuk, S.M. (2022), Marketynhovi komunikatsii pidpryiemstva: stratehichni vektory rozvytku v epokhu tsyfrovoi ekonomiky [Enterprise Marketing Communications: Strategic Vectors of Development in the Era of Digital Economy], monograph, Gordienko E. S., Cherkasy, Ukraine, 455 p.
8. Kniazyk, Yu.M. (2011), The Role of Partnership Marketing in Project Activities. Modern Problems of Economics and Management: Proceedings of the International Scientific and Practical Conference (Lviv, November 10–12, 2011), Lviv Polytechnic Publishing House, Lviv, Ukraine, p. 671, available at: https://vlp.com.ua/files/17_31.pdf (access date July 02, 2025).
9. Kniazyk, Yu.M. (2010), “Interconnection of Subjects of Partnership Marketing”, Bulletin of the National University “Lviv Polytechnic”. Series: Logistics, no. 690, pp. 321-326, available at: https://ena.lpnu.ua:8443/server/api/core/bitstreams/06ce21bb-e0f7-4c18-8f5f-fd75be2c220f/content (access date July 01, 2025).
Downloads
Published
Issue
Section
License
Open-access articles (open-access journals)
Authors whose articles are published in open-access retain all rights to the content of the articles.
Open access articles are committed to be published under Creative Commons Attribution (CC BY) 4.0. This license allows others to distribute, edit, correct and build upon your work, even commercially, as long as they indicate your authorship. Detailed information at Creative Commons site: https://creativecommons.org/licenses/by/4.0/
Permissions for open-access journals
If the article is published in open-access under CC BY 4.0 or CC BY-NC 4.0 (which was possible till the 15th of December, 2018) licenses, users may reproduce it in accordance with their terms.
Additionally, if the article had been published under CC BY-NC 4.0 (this license authorizes others to download your works and share them with others as long as they indicate your authorship, but they can’t use them commercially in any case.), the use for the following commercial purposes requires permission:
– reproduction of content in a work or product intended for sale;
– reproduction in presentations, brochures or other marketing materials used for commercial purposes;
– distribution of the content to promote or market a person, product, course, service or organization;
– text and data mining for the purpose of creating a saleable product or product which benefits from promotional or advertising revenue;
– use of the content by a commercial entity or individual for the purposes of remuneration, directly or indirectly through sale, licensing, promotion or advertising;
– linking to the content (in an email, webpage, portable electronic device or otherwise) for the specific purpose of marketing or advertising a person, product, course, service or organization for commercial benefit.
For further details and permission requests, please contact.
