Значението на доверието и лоялността в маркетинга на взаимовръзките
The Importance of Trust and Loyalty in Relationship Marketing

Summary/Abstract: Relationship marketing is a concept that places long-term relationships between companies and clients at the center of business strategy, rather than individual transactions. In an era of intensifying competition and digital transformation, the ability of firms to retain customers and build lasting loyalty has become a key competitive advantage. In this context, trust and loyalty are established as fundamental factors determining the effectiveness of the relational approach and ensuring long-term business sustainability. Trust is built through consistent service quality, transparent communication, and fulfilment of commitments, while loyalty manifests in repeat consumption, referrals, and active brand advocacy. The aim of this paper is to examine the importance of trust and loyalty within relationship marketing, their application in the tourism sector and tourist animation, as well as the results of an empirical study conducted at „BVS Entertainment” Ltd. over the period 2014–2017. The study combines quantitative and qualitative methods, including tourist surveys and staff interviews. Results indicate that over 85% of clients rate the animation services positively, while 62% express willingness to return. Based on the theoretical review and empirical findings, recommendations are formulated for improving business practices through the targeted management of trust and loyalty as strategic organisational resources

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