Application of relationship marketing on the furniture market

On the turn of the last decade Poland's economy was subject to a multifaceted transformation, which was affected not only by world trends but also by the changing situation in the country. Privatisation of the state sector, increase and specialisation in production and forming of international economic associations and unions led to free exchange of production resources between countries. The above occurrences resulted in the development of the furniture industry in Poland in the beginning of the nineteen-nineties, stimulated mostly by the increase in domestic demand and export. The expansion of western concerns, mainly through buying furniture companies, and also through taking over manufacturers of materials used in the furniture industry as well as the appearance of new domestic entities caused an increase in competition in the sector. This led to the market saturation and weakened the demand factors. In order to intensify the demand and strengthen their position on the market companies were forced to look for new methods of producing an effect on the market. This was reflected in the creation of the theory of relationship marketing.