ASSESSMENT OF RELATIONAL MARKETING STRATEGIES BY IMPLEMENTATION OF THE RFM ANALYSIS IN THE SCOPE OF LEISURE SERVICES

In the last decade, numerous achievements and innovations to the ICT industry have favored the emergence of major changes in terms of purchasing behavior of the "classic" consumer, which is closely correlated with changes in bidders parameters on the leisure market. Thus, the present article aims to highlight the importance of changing traditional attitudes of the leisure service provider in transactions with a new optic designed and tailored to the "partner" client to obtain and maintain the loyalty of the latter's. Bucharest leisure services area is heavily fragmented many activities on the market trying to differentiate from the ones of other competitors by implementing the most innovative marketing strategies, form here appearing the need of the regular assessment of them. In these circumstances, this article suggested the idea of adopting the rational fundamented strategies by the results of the RPM analysis (Recency, Frequency, Monetary).