Determining the effective factors on relational marketing in industrial manufacturing companies in Tehran in order to provide a suitable model

Master's Thesis in Business Administration - Marketing (M.A.)

Abstract:

Marketing related to better understanding the needs and desires of customers and providing services according to their needs can lead to cost reduction. Customer loyalty is very important in all industries and organizations. The aim of the current research was to determine the effective factors on relational marketing in industrial manufacturing companies in Tehran. This research has two communities: 1- All active customers of Naft Pars Petrochemical Company. Out of about 250 industrial customers of Pars Oil Petrochemical Company, 45 customers have been identified as active customers. An active customer is a customer who has continuously purchased from the company during the last two years. Questionnaires were sent to all active customers, of which 31 questionnaires were returned and answered. 2- There are 31 experts in the field of sales of Pars Naft Petrochemical Company. The sample consists of 62 experts and customers who were randomly selected. The research method was applied in terms of purpose and in terms of the type of contextualization. The tool for collecting information in this research was a researcher-made questionnaire that measures the factors affecting relational marketing in the current and desired conditions. Frequency distribution tables, propensity diagram, mean and standard deviation were used to describe the data, and Kolmogorov Smirnov test, Pearson correlation coefficient, stepwise multivariate regression, Friedman analysis of variance, line graph, t-test for independent groups and peer t-test were used to answer the research hypotheses. It was lower than the average and the average of the other factors affecting relational marketing. In the optimal situation, the average of all factors affecting relational marketing was higher than the average.

- According to experts and customers, there was a significant difference between the factors affecting relational marketing in the existing and optimal conditions.

- According to the experts, the ranking of the factors was from high to low in the form of trust, shared values, empathy, mutual relations and solidarity. According to customers, the ranking of the factors from high to low was in the form of trust, shared values, solidarity, empathy and mutual relationships.

- There was a significant relationship between solidarity and relationship marketing in industrial manufacturing companies.

- There was a significant relationship between empathy and relationship marketing in industrial manufacturing companies.

- There was a significant relationship between mutual relationships and relationship marketing in industrial manufacturing companies.

- There was a significant relationship between trust and relationship marketing in industrial manufacturing companies.

- There was a significant relationship between shared values ??and relationship marketing in industrial manufacturing companies.

- Solidarity, empathy, mutual relationships, trust and shared values ??in industrial manufacturing companies predict relationship marketing.

Key words: relationship marketing, trust, empathy, mutual relationships, solidarity, shared values, Industrial manufacturing companies

Chapter One

Generalities of the research

1-1 Introduction

With the passing of the traditional economy and the intensification of competition in new dimensions, the customer has become the main pillar and the center of all the organization's activities [1]; In a way, from a competitive point of view, the survival and continuation of the life of organizations depends on identifying and attracting new customers and maintaining existing customers. On the other hand, the progress of communication [2], the evolution of the information age [3] and the emergence of new communication tools have made organizations face a multitude of different customers and also with many choices, which results in more managers' discretion and market instability. In the meantime, management and marketing thinkers prescribe the version of customer retention and the correct methods of communicating with them under the title of customer relationship management, among its benefits are increasing revenue growth (due to increasing customer satisfaction), reducing sales and distribution costs, and minimizing their support costs. Today, all organizations are trying to keep their customers and increase their company's profits by making them loyal, because customer loyalty has a direct relationship with their profitability. This relationship has been confirmed in a study conducted by Hallowell (1996). In fact, the profit from a regular customer is more than the profit from attracting a new customer.In fact, it is believed that maintaining[4] or customer retention is an effective business strategy[5] compared to trying to acquire new customers in order to replace lost customers (Gay[6] et al., 2008).

The term relationship marketing has become a popular concept among marketers and marketing academics in recent years. The concept of traditional marketing relies on the marketing mix (four pillars: product, price, distribution and promotion). While in relational marketing, more emphasis is placed on the relationship between the buyer and the seller. The researchers of service marketing and industrial marketing in Northern Europe in the 1970s realized that a new concept of marketing was needed. A type of marketing that emphasizes the relationship between buyer and seller. This new perspective was called relationship marketing (Takala and Ashiatello[8], 1996, 45).

An issue related to customer loyalty[9] and creating a long-term relationship caused the concept of relationship marketing to be introduced by Berry in 1983 in services to describe a long-term relationship in marketing (Abratt and Russell[10], 1999). Relationship marketing was first proposed in the 1980s by several marketing experts. Today, in addition to formulating strategies to attract new customers and do business with them, companies are trying to keep current customers and create permanent relationships [11] with them. In other words, they have realized that losing a customer is more than losing a sales item and it means losing the entire flow of purchases that the customer could have made during his lifetime or the period of time he was a buyer of the company's products. In other words, companies are looking for the lifetime value of their customers[12]. In relational marketing, exchange is one of the central concepts. Relational marketing refers to establishing long-term and mutual relationships with individuals, organizations and interested groups [13], and its basis is establishing favorable and effective communication in order to maintain and maintain them. In this research, we aim to measure and identify the factors affecting relational marketing in industrial manufacturing companies in Tehran in order to provide a suitable model. Why do companies and consumers seek to communicate with other companies and customers? Why are some methods of affiliate marketing more successful than others? Relationship marketing involves building, maintaining and strengthening strong relationships with customers and other stakeholder groups. Relationship-based marketing is driven in the direction of the long-term period, in order to achieve customer loyalty to the company by using this long-term relationship. The question arises as to why some companies are able to obtain better performance than other companies and create a competitive advantage or advantages for their organization over other competitors in order to retain their customers and gain new customers. This point has attracted the attention of many researchers. The obvious problem that exists in relational marketing is that due to the competitiveness of markets in all fields (products, services) and the variety of products and the possibility of many choices of consumers, both industrial and consumer, points such as the advancement of knowledge[14] and technology, complex and heterogeneous environmental changes, micro and macro environmental factors such as the weaknesses and strengths of organizations and companies and opportunities and threats[15] of the external environment, identification of new competitors and suppliers, political, legal and He paid attention to physical factors such as water, electricity, raw materials, skilled and cheap labor (Havaldar [16], 2003). Marketing interfaces in the consumer market have effects such as the level of perceived risk in the product category. Therefore, the structures of trust in the brand, emotional impact on the brand, commitment to the brand, and the consequence of the brand are specific factors that determine the product class, such as the hedonistic aspect and the importance of the mental involvement of the product and the perceived risk in choosing between brands, which is called the risk of choosing a brand. This issue has been the concern of company managers who pay attention to decisions that are more related to brand names than personal differences (Chad Houry [17], 2004). In the national field, a new competitive atmosphere has emerged among industrial production companies, which has led organizations and companies to look for a suitable solution to build the loyalty of their customers.