An Evaluation of the Effective Factors on Relational Marketing in Mature Relationships between Buyer - Seller in Bahman Diesel Company

Subject Areas : مدیریت

seyed kamran  noorbakhsh ¹ (استادیار دانشکده مدیریت، دانشگاه آزاد اسلامی واحد تهران مرکزی، ایران)
bahram  kheiri ² (استادیار دانشکده مدیریت، دانشگاه آزاد اسلامی واحد تهران مرکزی، ایران)
leila  pashang ³ (دانشجوی کارشناسی ارشد دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی قزوین، ایران (عهده دار مکاتبات))

Received: 2011-09-18 Accepted : 2012-05-16 Published : 2013-01-20

Keywords: Transactional marketing, Relational marketing, Relational orientation, Key accounts,

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.