Relationship marketing practice in Lithuanian logistics organizations

Purpose The purpose of this paper is to establish relationship marketing practice aspects, their prevalence and opportunities in Lithuanian logistics organizations. Design/methodology/approach By applying a standardized questionnaire, Lithuanian logistics organizations were examined. Mostly executives, organizations' owners and logistics specialists were key informants. Findings The findings indicated that cooperation is a fundamental element in the organizations. Depending on the developed relationship type in the organizations the significance attached to relationship marketing elements differ, level of satisfaction of long‐term relationship different too. Research limitations/implications A suggestion for further research is to adapt the study in other Lithuanian industries business relationships. Practical implications This study is of managerial interest, as the framework may be applied by logistics organizations and if necessary modified considering the main aspects of customer relationships. Originality/value This paper makes a contribution to relationship marketing aspects and customer management analysis in Lithuanian logistics organizations.