RELATIONSHIP MANAGEMENT IN THE BUSINESS OF QUALITY AND COMMUNICATION

Enterprise quality systems represent an indispensable development for modern businesses: the procedures formalisation seems to produce more direct effects on the operations rationalisation, while it also proposes several critical observations (and less direct effects) on proposal management. This study offers an analysis of a set of questionnaires that have been proposed to entrepreneurs and managers of SMEs that operate only in B2B markets. The research highlights that personal relationships play a fundamental role in business relations, in which technical aspects of communication prevail on emotional ones. The research target verifies that business customer loyalty is mainly due to effective relationship-marketing policies, most of all for SMEs, which are more vulnerable to the aggression of moneyed advertising and information campaigns on behalf of large competitors. Thus, the suggestion is to provide proposal management procedures with CRM systems.