POSTRZEGANIE MARKETINGU RELACJI PRZEZ NOWO ZATRUDNIONYCH PRACOWNIKÓW
PERCEPTIONS OF RELATIONSHIP MARKETING BY NEWLY RECRUITED EMPLOYEES

Summary/Abstract: The aim of the article was to characterize how newly recruited employees perceive relationship marketing in their workplace. The article presents various aspects of relationship marketing in the context of an entity’s relationship with external stakeholders. Furthermore, the empirical part presents the results of the author’s own research regarding the determinants shaping relationship marketing based on a group of respondents from the Lubuskie region. The research was conducted between April and September 2023. The proposed relationship marketing approach references an important area of business management issues. The research shows that cooperation between business partners requires ongoing problem solving, a process of continuous communication, and a constant flow of information. Another factor is building a good image. In addition, elements shaping relationship satisfaction in the form of understanding and meeting the partner’s needs can be seen. Also important, according to the respondents, is the timely delivery of components, products, and raw materials. Respondents believe that building good relations with partners should also be based on taking joint actions for the benefit of the local community. For a company to develop the right relationship with its business partners, it is necessary to take measures aimed at the continuous improvement of various competencies. This challenge must also be faced by newly recruited employees, as they will shape the company’s image in the near future.

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