INTERNACIONALNI UNIVERZITET TRAVNIK U TRAVNIKU
EKONOMSKI FAKULTET TRAVNIK U TRAVNIKU
PRAVNI FAKULTET TRAVNIK U TRAVNIKU
FAKULTET ZA MEDIJE I KOMUNIKACIJE TRAVNIK U TRAVNIKU
u saradnji sa
MIT UNIVERZITET SKOPLJE, SJEVERNA MAKEDONIJA
VEVU, VELEUČILIŠTE LAVOSLAV RUZIČKA U VUKOVARU, HRVATSKA
VELEUČILIŠTE VIMAL, SISAK, HRVATSKA
CKKPI, TRAVNIK, BOSNA I HERCEGOVINA
organizuju
31. MEĐUNARODNU KONFERENCIJU
EKONOMSKE, PRAVNE I MEDIJSKE INTEGRACIJE BOSNE I HERCEGOVINE I ZEMALJA ZAPADNOG
BALKANA KAO KLJUČNI POKRETAČ EUROPSKIH VRIJEDNOSTI
12. – 13. decembar 2025. godine
International University of Travnik , Travnik , Bosnia and Herzegovina
Udruženje EconVita Zenica , Zenica , Bosnia and Herzegovina
Doing business in service sector of B&H is significantly threatened by external factors. The COVID-19 pandemic, inflation, energy instability and the war in Ukraine contributed to the growth of business costs, which increased service prices of our providers. Additionally, the increase in service prices has a negative effect on clients' demand, who try to find more favorable options by switching to competitors. As a potential solution to this problem, many authors propose application of relationship marketing, which would bind clients to their offer and thus secure their business. Therefore, the central hypothesis was defined: „Orientation towards relationship marketing significantly affects the number of clients of service companies“. The research was conducted on a random sample of 206 service companies across B&H. The results of regression analysis indicate the persistence of a significant influence of service companies's orientation towards the relationship marketing strategy on the growth of their clients number.
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