SIGNIFICANCE AND EFFECTIVENESS OF INVESTMENT IN POSITIVE BUSINESS RELATIONS WITH CUSTOMERS

Abstract

With this paper we tried to prove that one of the main causes of the decline in the efficiency and effectiveness of our companies is the insufficient respect for the category of customers, i.e. in insufficient investments in positive business relations, which reflects in poor business results. Namely, on one hand, we have a situation in which future customer needs and demands are so rapidly changed that they are created before the buyers are aware of the possibilities of new offers. So far, "cosmetic" changes do not follow the changes in the business environment. They did make changes in their work, but nothing changed significantly in relation to customers. Our primary goal is to explore and examine the subjective feelings of customers in terms of treatment by the manufacturer and point out the possibilities of improving relationships for the purpose of making the most effective business decisions, which will ultimately ensure a long-term stable competitive position of the company. As we have said, the aim of this research work is to point out the importance of the customer in relation to the business results of the company, which can decisively influence the fate of the company, its competitive position and market participation, the direction of further technological development and even its survival.