CUSTOMER RELATIONSHIP MARKETING AS A PREDICTOR OF PASSENGER TRANSPORT SERVICES USER LOYALTY
CUSTOMER RELATIONSHIP MARKETING AS A PREDICTOR OF PASSENGER TRANSPORT SERVICES USER LOYALTY

Summary/Abstract: Enterprise marketing management is continuously facing the challenges of finding answers to increasingly intense competition and changes in customer behavior. Customer relationship marketing, as a marketing concept, is becoming increasingly important, especially in the service sector, because its successful application allows to build long-term relationships with customers, which creates the preconditions for gaining an advantage over the competition. The subject of the research is the customer relationship marketing and its impact on the loyalty of users of passenger transport services in the Zenica-Doboj Canton. The main aim of the research is to examine the effectiveness of marketing relationships with customers on their loyalty in case of transport services in the Zenica-Doboj Canton. The research was conducted from April 8 to April 14 2022. on the users of passenger transport services of randomly selected companies operating in the area of Zenica-Doboj Canton. Using multiple regression analysis it was found that by investing in two dimensions of marketing relationships with customers, namely building trust and better conflict management, companies engaged in passenger transport services in Zenica-Doboj Canton can build positive long-term business with their customers based on loyalty in all its manifestations: cognitive, affective, conative and behavioral dimensions. Limitation of interpretation of the obtained research results in the sample size (n = 40) and spatial limitation in the area of Zenica-Doboj Canton.

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