3 rd Central European Conference in Regional Science – CERS, 2009 – 868 – ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Importance and Quality of Relationships among Local Self- Governments and Their Stakeholders ANNA VAŇOVÁ, JANKA PETROVIČOVÁ Ekonomická fakulta UMB Tajovského 10, 974 01, Banská Bystrica Slovakia anna.vanova@umb.sk , janka.petrovicova@umb.sk Abstract The article presents chosen results of the international research project “Relationship marketing of micro and small enterprises along with territorial self-governments – comparative research”, and is focused on evaluation of relationship marketing in local self-government offices in Slovak Republic – Banská Bystrica region. Based on the theoretical and practical issue the article deals with the importance and quality of the relationship marketing in the local self-governments. The aim of the article is to present and compare importance and quality (through its cognitive and emotional aspects) of relationships among local self-government offices and particular stakeholders. We used standard research methods of questioning and a specific method - semantic selection test. Knowledge about these relationships can serve as a base for future improvements leading to better co-operation. Key words: relationship marketing, self-government, stakeholders, quality, importance, emotional aspects JEL Classification: H79, M31 1 Introduction Management of the relationships is in the scientific literature considered as a strategic issue. It enables to create, develop and maintain portfolio of long-lasting relationships for successful operation on the market, gaining the synergy effect and ensuring needs fulfilment of both sides within a dyad in their interaction. The most frequently used concepts are CRM (customer relationship management or customer relationship marketing). Researches abroad and also in Slovakia in this area are usually connected with the private sector, e.g. works of authors [1]; [2]; [3]; [4]; [5], [6], [7], [8]. However, the scientists continued with these issues further [9]; [10]; [11]; [12]; [13]; [14]; [15]; and also nowadays [16] and the others; and examined relationships of companies not only with customers – individuals and households (B2C), with customers – companies (B2B), but also with other so-called stakeholders in their surroundings, like public, media, intermediaries, employees or government [17]; [18]; [19]. Stakeholders are persons or groups that have claim, ownership, rights, or interests in a corporation and its activities, past, present, or future. Their exist five groups of primary stakeholders including shareholders or investors, employees, customers, suppliers, and "the public stakeholder group: the government and communities that provide infrastructures and markets, whose laws and regulations must be obeyed, and to whom taxes and other obligations may be due" [20, p. 106]. Systematic management of the relationships should