Transformations  in
Business & Economics

Relationship Marketing Orientation and Marketing Practices: Effects on Business Performance
Cristian Duţu, Horaţiu Hălmăjan

ABSTRACT. This paper examines the relationship between relationship marketing orientation, as a strategic business orientation, and four marketing practices discussed in the marketing literature. Also, we have examined the effect that these four marketing practices have on business performance. The survey carried out on an sample of 82 companies in the Western Region of Romania has revealed that these companies exhibit a high level of relationship marketing orientation, with a positive effect on practicing transactional marketing, database marketing and network marketing. Although no effect of relationship marketing orientation on interactive marketing has been identified, the latter represents the most used marketing practice within the companies included in the sample. Database marketing and interactive marketing have been found to be the marketing practices which have a positive effect on business performance.

KEYWORDS: relationship marketing orientation, relationship marketing, transactional marketing, business performance, Romania.

JEL classification: M31, P2.