Abstract:

Methodical management positions of personal sales in relationship marketing context are discussed. Simple factors of relationships, such as high quality, reasonable price products, high quality service, psychological comfort, the presence of  system to encourage customers, no risk, decency employees, the company's reliability, easy access to employee, remuneration for participation in the events are revealed. On the basis of the factors identified by simple relationships, factors influencing the relationship between the customer and the company: satisfaction, trust and involvement are marked. Based on analysis of existing models of customer relationships offered by Dwyer, Payne, Kotler ,a universal model of stages of customer relationships is offered.The model is a valuable tool for improving relationships with customers in modern market environment. Definitions of satisfaction, trust and involvement are   introduced. Theauthor's recommendations for employees to raise the level of satisfaction, trust and involvement are implemented.