SEA - Practical Application of Science Volume IV, Issue 3 (12) / 2016 503 Claudia Ioana CIOBANU Florin-Alexandru LUCA "Gheorghe Asachi" Technical University of Iasi, Romania CMTM – Economics and Marketing Department RELATIONSHIP MARKETING STRATEGIES FOR SERVICE FIRMS Literature Review Keywords Financial services, Relationship marketing, Managerial approach JEL Classification M30 Abstract In the last two decades, relationship marketing has been a topic of interest for practitioners and researchers who analyze this area. During this period, the development of sustainable business relations represented a strategic priority. From this perspective, relationship marketing is a tool for managers who need to create new organizational structures. The implementing of relationship marketing activities is performed both inside and outside the organization. This article presents the evolution of the concept of relationship marketing in marketing theory and practice from the perspective of intensification of relations between clients and businesses and thus the requirements imposed by the new business environment.