TY - JOUR T1 - The Financial Impact of the Use of Relationship Marketing Principles in the Communication of Public Institutions JO - Journal of Emerging Trends in Marketing and Management VL - I IS - 1 SP - 193 EP - 202 PY - 2021 DA - 2021/08/05 PB - The Bucharest University of Economic Studies Publishing House PP - Bucharest, Romania T2 - AU - Năstase ANYSZ, Raluca AU - POP, Nicolae Alexandru AU - SAVIN, Vlad Daniel SN - 2537-5865 DO - UR - http://www.etimm.ase.ro/RePEc/aes/jetimm/2021/ETIMM_V01_2021_54.pdf KW - Relationship marketing KW - communication KW - public institutions KW - financial performance AB - This study analyses the financial performance of public entities registered in the European Transparency Register based on their communication patters and use of relationship marketing principles. The main objective of the article is to establish whether correlations exist between financial performance and the fulfilment of relationship marketing principles such as trust and commitment, as emphasized in the communication of the analysed institutions. By using bivariate analysis and multiple linear regression, a series of correlations are found and a model of prediction is developed. The research thus entails practical recommendations for public institutions, in view of improved performance and access to finances. ER -