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

Subject Areas : Jounal of Marketing Management

Askar  Asgarpour ¹ (Master of Management, Qazvin Unit, Islamic Azad University, Qazvin, Iran)
Ahmad  Rahchamani ² (Assistant Professor, Department of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran)

Received: 2017-05-30 Accepted : 2019-02-20 Published : 2017-04-21

Keywords: Firm and customer relationships, Customer and seller relationships, Relationship marketing programs, Financial function,

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.