Previous marketing practices have caused much criticism of this concept, which is why the necessity for its overcoming is emphasized in academic and professional debates. Therefore, the basic task of the modern marketing concept becomes building good relationships both with the market participants and the wider social public. This paper aims to show that creation of good relations with key participants in the market is one of the possibilities for improving overall business in the global environment. The starting point of this issue is consideration of the marketing criticism from a wider perspective and highlighting its solving potentials in the direction of building good relationships with marketing participants. In this process, it is important to emphasize the potential of marketing relations as the concept that we promote within the contemporary marketing. The concept of marketing relations will be considered through the 4 Os model. Reaching these complex but legitimate demands sets difficult task before the participants in today's market, but trends show that only by developing good relations it is possible to achieve a long-term sustainable position.

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Research question:This study examines users' satisfaction with the postal service in Serbia using a questionnaire measurement. Motivation: the Post of Serbia operates both with private and business clients, with whom it has long-term relationships not only in terms of sending and receiving parcels, but also with new and modern services. Due to the growing competition on the market, the question arises how to place the Post of Serbia on the market in the future. Data: Primary data of postal services, new postal services, as well as a custom questionnaire for examining users' attitude towards postal services intended for private clients. Tools: Method of survey, Descriptive statistics, Method of analysis and Content analysis. Findings: The satisfaction of users of postal services is an important element of the perseverance and development of the Post of Serbia. Contribution: Quality review of postal services in the opinion of the private users. Obtained gap between users satisfaction and needs and further directions in which the Post of Serbia should be developed according to the user's opinion.