Complaints should be considered an indicator of organizational performance assessment, signalling problems or failures in internal processes that need quick recovery in order to avoid migration of profitable customers. Organizations must learn that the consequences of loosing customers are both profit decrease and negative word of mouth. The aim of the present study is to highlight the key features of an effective complaint management process, as a less expensive system of diagnosing and learning a company's weaknesses. Results focus on customer complaining behaviour and subsequently on the development and implementation of the service recovery strategy

Today’s human society provides to food consumers many options that involve difficult decisions. Disoriented and stressed by contradictory messages of mass media and by the warnings of being as slim as possible, a modern consumer gets confused and shows a tendency towards losing his traditional habits. Still, most experts suggest that the adoption of a healthy food behavior, based on minimally processed natural products, may contribute to the development of a sustainable food system. The study aims to design the food profile of Romanian consumers by presenting the underlying factors of a balanced diet. The conducted marketing study was of quantitative nature, in which, a face-to-face survey was used. The questionnaire was applied to individuals aged over 18 years old, and the tool used for collecting data was the structured questionnaire applied to a sample of 1185 Romanian respondents. In this study, the following methods of analysis were used: factor analysis, cluster analysis, and structural equation modeling. The research results present the main aspects underlying the food products classification, the clustering of Romanian consumers by their interest in healthy diet, and the relationships between specific variables influencing the healthy food habits. These results have shown the need for supporting educational campaigns targeted at Romanian consumers aimed to develop healthy food habits that could create conditions needed to reshape food supply, and implicitly, to contribute to the development of environmental sustainability.

Challenges arise in educational environment under the impact of social needs development and labor market transformations. The purpose of the present study is to prove the applicability of marketing theory in universities, as a viable solution to improve system efficiency and effectiveness. Marketing role is analyzed from both social and services perspectives in order to explain its utility to universities, individuals and community as a whole. According to educational services nature, universities are recommended to use, in an integrated manner, a set of seven marketing-mix tools in planning their market relationships: programme, price, place, promotion, processes, physical facilities, and people

Concerns about environmental protection and sustainable consumption increased among Generation Z, as a consequence of more perceived risks emerging in the context of climate change and depletion of natural resources. The aim of the present research was to identify the main factors that influence the intention to purchase eco-products among the young generation. Quantitative marketing research was carried out on a sample of 269 Gen Z. The research results proved that purchasing intention for eco-products is strongly influenced by the perceived quality of environmentally friendly products, consumer consciousness about eco-products, perceived value of green products, and consumer trust in ecological products. Lower influences were recorded in terms of perceived price and perceived availability of eco-products, with improved total effects when considering the mediating role of eco-trust. Consequently, the provision of eco-products could lead to image benefits for organizations.

Value proposition can be an important source of competitive advantage for small and medium sized enterprises (SMEs). Unlike large companies which follow a rational and sequential process, developing a value proposition in an SME is instead a trial and error process. Therefore, those companies are experimenting with various options. The purpose of this paper was to identify the value strategies used by SMEs based on value dimensions and attributes and to find specific groups of SMEs with a similar market approach. We present a theoretical framework on customer value creation and customer value communication, followed by a quantitative research on 399 Romanian SMEs. We used a principal component analysis to reduce the number of choices and afterwards we ran a cluster analysis to identify the distinct groups of SMEs using specific value propositions. We found that there are three major strategic options based on customer experience, affordability and customization, and four distinct clusters: customer delight (A), multiple sources of differentiation (B), one-to-one marketing (C) and cost—effectiveness (D). Three groups use distinct value propositions—A focuses on customer experience, C on customization, D on affordability—while B mixes all of them.

The paper aims to highlight how physician-patient relationships have evolved amid the COVID-19 pandemic by considering telework implementation into the healthcare sector. The article presents the peculiarities of using telework within the medical system given the recent epidemiological context, by pointing out the advantages and disadvantages of its adoption. To achieve this goal, a qualitative marketing research was conducted to identify physicians’ opinions and perceptions on telework. The main objectives were identifying the ways of using telework, the effects that telework has on the quality of the medical services and on patient relationships, as well as the strengths and weaknesses of telework for the medical field. The study revealed that while face-to-face consultations decreased as the outbreak continued, different methods of remote consultations emerged, which was both beneficial in interactions with chronic patients and detrimental, as medical staff became more and more overworked. For these reasons, our research shows that healthcare professionals consider a hybrid system much more adequate for patients with stable chronic conditions, as ongoing monitoring is done through this remote mechanism.