Importance of Relationship Marketing Management in the Insurance Business in Albania

In recent times, managers have started understanding the relevance of retaining active customers with companies as a key component guarantying their survival in the market. Moreover, the benefits associated with companies counting on loyal customers have been highlighted. This loyalty emerges from the relationship “customerorganization”, the longer and more intense the relationship is, the higher the benefits. The aim of this paper is to emphasizes the importance of relationship marketing management in Albanian insurance businesses.