Investigating the Impact of Relationship Marketing on Improvement of Company's Performance according to Brettel et al model (Case Study: Companies in Isfahan Science and Technology Town)

Fereshte Mohamadi and Mohammad Reza Dalvi ()

International Journal of Academic Research in Business and Social Sciences, 2014, vol. 4, issue 7, 302-315

Abstract: This paper attempts to study model of Brettel et al which investigates the effective factors on company's performance that is business models specifically cost (or efficiency)-centered and novelty-centered models in the context of relationship marketing regarding the mediator role of variables such as organisational life cycle and relationship-specific investments. In this study has suggested a main hypothesis (investigating the impact of relationship marketing on improvement of company performance) and six subordinate hypotheses (investigating the impact of each of variables such as cost-centered business model design, novelty-centered business model design, cost-centered business model design in late stages of organisational life cycle, novelty-centered business model design in early stages of organisational life cycle, cost- centered business model design in early stages of organisational life cycle regarding relationship-specific investments, novelty-centered business model design in early stages of organisational life cycle regarding relationship-specific investments separately on company's performance).Based on study findings, first, second and forth hypotheses were supported. Results also showed that first subordinate hypothesis (cost-centered business model design has a significant impact on company performance) with path coefficient of 0.60 has the most impact and second subordinate hypothesis (novelty-centered business model design has significant impact on company performance) with the path coefficient of 0.29 has the least impact on company performance.

Date: 2014
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