THE EFFECTS OF RELATIONAL MARKETING ON THE BUSINESS PERFORMANCE: A PRACTICAL STUDY ON THE AUTHORIZED AUTO SALES AGENCIES

Esen ?ah?n (), Muammer Zerenler () and Emel Celep ()
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Esen ?ah?n: SELCUK UNIVERSITY
Muammer Zerenler: SELCUK UNIVERSITY
Emel Celep: SELCUK UNIVERSITY

No 702156, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: With the globalization, the information age has revealed a new understanding of doing business in which the competition is more intense. This new understanding has changed the customers' buying behavior and the factors affecting them. The power in the change relationship established between the company and the customer shifted focus from the manufacturer or the dealer side to the customer side. Today, one of the most important marketing communication tools supporting us to reach information about customers is ?relational marketing?. This study consists of three chapters formed the axis of relational marketing. In the first three chapters, marketing, modern marketing methods and relational marketing were discussed. In the third chapter, analyzes were conducted to measure the effects of relational marketing practices on business performance. In this section, the methodology and the findings of a research project covering the authorized auto sales agencies in the province of Konya were addressed, hypotheses were tested and some suggestions were presented.

Keywords: Marketing; Relationship Marketing; Business Perfomance (search for similar items in EconPapers)
JEL-codes: M00 M30 M31 (search for similar items in EconPapers)
Pages: 17 pages
Date: 2014-10
New Economics Papers: this item is included in nep-mkt
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Published in Proceedings of the Proceedings of the 12th International Academic Conference, Prague, Oct 2014, pages 997-1013

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Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:0702156

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