AN EVALUATION OF THE EFFECTIVE FACTORS ON RELATIONAL MARKETING IN MATURE RELATIONSHIPS BETWEEN BUYER- SELLER IN BAHMAN DIESEL COMPANY

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NOURBAKHSH KAMRAN; KHEIRY BAHRAM; PASHANG LEILA

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Journal: JOURNAL OF DEVELOPMENT & EVOLUTION MANAGEMENT Year:2012 | Volume:4 | Issue:10 Page(s): 65-75

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Title

AN EVALUATION OF THE EFFECTIVE FACTORS ON RELATIONAL MARKETING IN MATURE RELATIONSHIPS BETWEEN BUYER- SELLER IN BAHMAN DIESEL COMPANY

Author(s)

NOURBAKHSH KAMRAN | KHEIRY BAHRAM | PASHANG LEILA | Issue Writer Certificate

Keywords

TRANSACTIONAL MARKETINGQ2

RELATIONAL MARKETINGQ2

RELATIONAL ORIENTATIONQ2

KEY ACCOUNTSQ2

Abstract

The purpose of this research is to evaluate the effective factors on RELATIONAL MARKETING in Mature Relationships between Buyer-Seller. Transaction versus relationship has been considered as a very important topic for research. In this research, Marketing Strategies are evaluated from two perspectives. The first view is marketing mix management (TRANSACTIONAL MARKETING). TRANSACTIONAL MARKETING is defined as a short term view, which focuses exclusively on current transactions. The second view is RELATIONAL MARKETING which concentrates on the KEY ACCOUNTS and emphasizes long term view. The current research an applied one which utilizes a descriptive method. We employed a census method for selecting the statistical society (sellers and KEY ACCOUNTS). SPSS Software was used for testing hypothesis through Regression analysis for surveying effect of independent variable on dependent variable. Results indicate that the three factors-Seller's relational assets, Dissatisfaction, social/ Personal bonds-have significant effects on seller-buyer's RELATIONAL ORIENTATION. Similarly, to buyers, the above factors-buyer's relational assets, lack of innovation-posed significant effects on seller-buyer's RELATIONAL ORIENTATION.

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APA: Copy

NOURBAKHSH, KAMRAN, KHEIRY, BAHRAM, & PASHANG, LEILA. (2012). AN EVALUATION OF THE EFFECTIVE FACTORS ON RELATIONAL MARKETING IN MATURE RELATIONSHIPS BETWEEN BUYER- SELLER IN BAHMAN DIESEL COMPANY. JOURNAL OF DEVELOPMENT & EVOLUTION MANAGEMENT, 4(10), 65-75. SID. https://sid.ir/paper/205830/en

Vancouver: Copy

NOURBAKHSH KAMRAN, KHEIRY BAHRAM, PASHANG LEILA. AN EVALUATION OF THE EFFECTIVE FACTORS ON RELATIONAL MARKETING IN MATURE RELATIONSHIPS BETWEEN BUYER- SELLER IN BAHMAN DIESEL COMPANY. JOURNAL OF DEVELOPMENT & EVOLUTION MANAGEMENT[Internet]. 2012;4(10):65-75. Available from: https://sid.ir/paper/205830/en

IEEE: Copy

KAMRAN NOURBAKHSH, BAHRAM KHEIRY, and LEILA PASHANG, “AN EVALUATION OF THE EFFECTIVE FACTORS ON RELATIONAL MARKETING IN MATURE RELATIONSHIPS BETWEEN BUYER- SELLER IN BAHMAN DIESEL COMPANY,” JOURNAL OF DEVELOPMENT & EVOLUTION MANAGEMENT, vol. 4, no. 10, pp. 65–75, 2012, [Online]. Available: https://sid.ir/paper/205830/en

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