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

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NOURBAKHSH S.K.; PASHANG L.

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Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2012 | Volume:6 | Issue:13 Page(s): 95-114

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Title

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

Author(s)

NOURBAKHSH S.K. | PASHANG L. | Issue Writer Certificate

Keywords

TRANSACTIONAL MARKETINGQ2

RELATIONAL MARKETINGQ2

RELATIONAL ORIENTATIONQ2

KEY ACCOUNTSQ2

Abstract

The purpose of this research is the evaluation of the effective factors on RELATIONAL MARKETING in Mature Buyer-Seller Relationships. In this research, Marketing Strategies are evaluated from two different points of view. The first view is marketing mix management (TRANSACTIONAL MARKETING). TRANSACTIONAL MARKETING is defined as a short term view, which focuses just on current transactions. The second view is RELATIONAL MARKETING which concentrates on KEY ACCOUNTS and emphasizes on long term view.The current research base on purpose is applicable and base on method is descriptive in the kind of survey research. It has used census for selecting statistical society (sellers and KEY ACCOUNTS) and SPSS for testing hypothesis through Regression analysis to survey the effect of the independent variable on the dependent variable.Results gained from the view of sellers show that the three factors-Seller’s relational assets, Dissatisfaction, social/Personal bonds-have effect on seller-buyer’s RELATIONAL ORIENTATION. In the view of buyers, buyer’s relational assets, and lack of innovation also affect the seller-buyer’s RELATIONAL ORIENTATION besides the above factors.

Cites

THE RELATIONSHIP BETWEEN FIRMS' DIVIDEND POLICY WITH THE PRINCIPAL SUPPLIERS AND CUSTOMERS OF GOODS AND SERVICES

References

شناسایی موانع و محدودیت های اجرای بازاریابی رابطه مند در شرکت های بیمه دولتی در ایران

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APA: Copy

NOURBAKHSH, S.K., & PASHANG, L.. (2012). EVALUATION OF THE EFFECTIVE FACTORS ON RELATIONAL MARKETING IN MATURE BUYER-SELLER RELATIONSHIPS IN BAHMAN DIESEL COMPANY. JOURNAL OF MARKETING MANAGEMENT, 6(13), 95-114. SID. https://sid.ir/paper/218845/en

Vancouver: Copy

NOURBAKHSH S.K., PASHANG L.. EVALUATION OF THE EFFECTIVE FACTORS ON RELATIONAL MARKETING IN MATURE BUYER-SELLER RELATIONSHIPS IN BAHMAN DIESEL COMPANY. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2012;6(13):95-114. Available from: https://sid.ir/paper/218845/en

IEEE: Copy

S.K. NOURBAKHSH, and L. PASHANG, “EVALUATION OF THE EFFECTIVE FACTORS ON RELATIONAL MARKETING IN MATURE BUYER-SELLER RELATIONSHIPS IN BAHMAN DIESEL COMPANY,” JOURNAL OF MARKETING MANAGEMENT, vol. 6, no. 13, pp. 95–114, 2012, [Online]. Available: https://sid.ir/paper/218845/en

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