Relationship Marketing as a Tool for Building Sustainable Business Models
Relationship Marketing as a Tool for Building Sustainable Business Models

Author(s): Alexander Angelov, Hristina Mihaleva, Svetla Atanasova, Hristo Georgiev
Subject(s): Economy, Supranational / Global Economy, Business Economy / Management, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: relationship marketing; sustainability; business models; tourist animation; customer loyalty
Summary/Abstract: Relationship marketing is emerging as a contemporary marketing concept that goesbeyond the boundaries of classical marketing, which is mainly oriented toward salesand short-term profits. At the core of the relational approach is the building andmaintaining of long-term relationships with customers based on trust, commitment,and mutual value. The relevance of the topic stems from the intensifying competitionin the tourism and service sectors, where service quality and customer satisfaction aredecisive factors for the sustainable development of companies. With the advance ofdigitalization and changing consumer attitudes, customers no longer seek merely aproduct or service, but a holistic experience and an emotional connection with thebrand. In this context, relationship marketing appears not only as a method forimproving customer service, but also as a strategic instrument for building sustainablebusiness models.Sustainable business models require the integration of economic, social, andenvironmental dimensions into organizational management. They imply a newphilosophy of interaction between the company and its stakeholders—customers,employees, suppliers, and partners. Relationship marketing provides the conceptualand instrumental framework for the realization of these interactions by emphasizingtrust, loyalty, cooperation, and shared value.The present study seeks to demonstrate that the application of relationship marketingin tourism, and particularly in the field of tourist animation, not only leads to highercustomer satisfaction and loyalty, but also supports the development of sustainablebusiness models. The empirical part is based on a study conducted at “BVSEntertainment” Ltd., one of the leading companies in the field of hotel animation inBulgaria.

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