KAKO KVALITATIVNI ELEMENTI RAZMJENA ZBOG ODNOSA UTJEČU NA IMPLEMENTACIJU KUPOVNIH MARKETINŠKIH STRATEGIJA – SLUČAJ USLUŽNIH PODUZEĆA U SLOVENIJI

摘要

The author examines a relationship between the qualitative elements of relational exchanges and theimplementation of relationship marketing strategies vs. transactional marketing strategies from thebuyer\u27s perspective in business-to-business exchanges. Therefore, four groups of qualitative relationalexchange\u27 factors have been determined: attractiveness of supplier, attractiveness of total purchasingmarket for the buyer, competitive position of the buyer on the purchasing market, and the bargainingorientation of the buyer toward its strategic supplier. Drawing on emerging perspectives on servicecompanies with more than 200 employees in Slovenia and their relationship with strategic suppliers,the author proposes that a buyer\u27s perception of qualitative elements of relational exchangesinfluences employment of particular marketing strategies towards its strategic supplier. Results ofempirical study show some correlation between the groups of variables investigated. The influence ofmeasured factors on the implementation of particular group of marketing strategies exists, althoughthe strongest impact is prevailed especially by factors, which are characteristic for short-termrelationships. Hence the surveyed companies are oriented much more toward achieving short-termefficiency instead of long-term effectiveness. This research makes a contribution to the strategyliterature and to the practitioners, and has important implications for purchasing managers byoffering guidelines for mixing the various aspects of partnering according to their objectives andstrategies in order to improve the level of their relational approach to their strategic suppliers.