ENERGY COMPANIES WITHIN THE PROCESS OF THE ENERGY MARKET LIBERALIZATION

T ransformations of the energy market represent a challenge and a reality for every energy company around the world. This paper analyzes the influence of the energy market liberalization upon energy companies’ business strategies and extends to customer relationship. The analysis is based on various scientific literature, gathered mostly from authors that examine the European energy liberalization process, the emissions trading scheme and the energy companies’ marketing activities, with the aim to explore the liberalizing Croatian energy market. The produced results suggest that the energy liberalization process determines the quality relationship between energy companies and its customers. Accordingly, the conclusions of this paper suggest that energy companies should develop stronger customer relationships through marketing activities and effective communication in order to facilitate the transformation process and retain an energy market share.