Evaluation of the Effective Factors on Relational Marketing in Mature Buyer – seller Relationships in Bahman Diesel Company

Subject Areas : Jounal of Marketing Management

S. K. Nourbakhsh ¹ , L. Pashang ^{2 *}

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Received: 2013-08-31 Accepted : 2013-08-31 Published : 2012-12-21

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

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.