Relationship marketing represents a marketing concept whose key output is satisfying customers and other interest groups. This paper presents the results of a study which had been carried out by the first quarter of 2008. It included 84 companies and 37 experts from the Republic of Serbia. The goals of the research, related to this article, are: to incorporate relationship marketing and customer satisfaction as integral parts of a theoretically (in general) defined model for providing satisfaction of customers’ requirements; to show, in that way, that the relationship marketing concept can be accepted and implemented in the Serbian economy.
