Relational resources in the company development a report of empirical research

Abstract

The most important in relational marketing is striving to understand customer needs and expectations. The process of resources integration is significant in order to provide consumers with the right products and services more effectively than the competition. For many companies, the use of relational resources is a key element for the success and economic growth, while others do not recognize their role in the process of business development. Relational resources play a very important role in the modern economy. They are a source of information and in a crowd of various goods ensure that consumers identify both the company and expect that their products meet their requirements. Moreover, they facilitate internationalization of enterprises to enter new foreign markets faster than competitors who do not have recognizable brands. Key resources and competences, affect the level of perceived customer benefits, contributing to their increased satisfaction. They permit the company to build a positive image and a loyal customer base, which in turn allows to achieve and maintain a competitive advantage. Competitive advantage implies to provide to customers more value than competitors. Relational resources skillfully used in the enterprise contribute continuously to the company development, and thus to increase its value and creating the next or subsequent development of resources. Polish enterprises perceive the need to make between and intra-organizational connections. Polish businesses have many opportunities to create relationships and manage them. In the surveyed study respondents were asked questions related to relational resources in the enterprise. The analysis of the use of relational resources in enterprises was undertaken, along with the use of innovative solutions. Moreover, the analysis was enquiring whether relational management contributed to the development of business relations management. Research questions concerned marketing tools used in the enterprise and solutions in the field of relational resources. Additionally, respondents were asked which of the analysis and data concerned, described resources used in the surveyed companies. Then competencies and skills were analyzed to find out which are considered the most important and which relations are managed. Two research hypotheses were developed: 1. Companies more often use modern management relational tools, 2. Relational resources contribute to the creation of competencies and skills leading to the company development.