Use of Relationship Marketing Programs in Building Customer – Salesperson and Customer– Firm Relationships: Differential Influences on Financial Outcomes

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Asgarpour Askar; RAHCHAMANI AHMAD

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Journal: JOURNAL OF MARKETING MANAGEMENT Year:2017 | Volume:11 | Issue:34 Page(s): 111-132

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Information Journal Paper

Title

Use of Relationship Marketing Programs in Building Customer – Salesperson and Customer– Firm Relationships: Differential Influences on Financial Outcomes

Author(s)

Asgarpour Askar | RAHCHAMANI AHMAD | Issue Writer Certificate

Keywords

Relationship marketing programsQ2

Customer and seller relationshipsQ1

Firm and customer relationshipsQ1

Financial functionQ1

Abstract

The present study aims to understand the effects of Relationship marketing programs on Financial function in Sasan Company. In terms of aim, it is an applied research, in terms of method of collecting data, it's considered as a survey and in terms of method of analyzing the data it's correlational studying. After studying the background of the subject and considering the existent models about the relationship marketing and Financial function and the formation of theoretical framework, the major variables of the study were identified and the conceptual model and hypotheses were specified. For measuring the research variables, a questionnaire was used. The sample included 384 customers of the company which were selected by using random sampling. The result of statistical analysis and the study's hypothesis testing by using the structural equation modeling (SEM) showed that, there is a significant relationship between Relationship marketing programs and Financial function. At the end we present herein implications and suggestions to the company and future researchers.

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APA: Copy

Asgarpour, Askar, & RAHCHAMANI, AHMAD. (2017). Use of Relationship Marketing Programs in Building Customer – Salesperson and Customer– Firm Relationships: Differential Influences on Financial Outcomes. JOURNAL OF MARKETING MANAGEMENT, 11(34 ), 111-132. SID. https://sid.ir/paper/218881/en

Vancouver: Copy

Asgarpour Askar, RAHCHAMANI AHMAD. Use of Relationship Marketing Programs in Building Customer – Salesperson and Customer– Firm Relationships: Differential Influences on Financial Outcomes. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2017;11(34 ):111-132. Available from: https://sid.ir/paper/218881/en

IEEE: Copy

Askar Asgarpour, and AHMAD RAHCHAMANI, “Use of Relationship Marketing Programs in Building Customer – Salesperson and Customer– Firm Relationships: Differential Influences on Financial Outcomes,” JOURNAL OF MARKETING MANAGEMENT, vol. 11, no. 34 , pp. 111–132, 2017, [Online]. Available: https://sid.ir/paper/218881/en

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