Measuring Relationship Marketing Productivity in the Industrial Market

Natalya B. Izakova
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Natalya B. Izakova: Ural State University of EconomicsAuthor-Name: Larisa M. KAPUSTINA

Upravlenets, 2018, vol. 9, issue 5, 74-84

Abstract: The paper systematizes theoretical and methodological approaches to the study of the influence of marketing activities involved in building relationships with partners on an organization’s performance indicators. The article aims to design a system of indicators and a set of methods for measuring relationship marketing productivity in the industrial market. The methodological basis is the works of the leading Russian and foreign scientists on examining the content and productivity of relationship marketing in the industrial market, as well as on forming customer metrics and a marketing balanced scorecard. The methods for evaluating relationship marketing productivity in the industrial market combines methods of mathematical statistics (singlefactor analysis of variance, construction of contingency tables, pairwise correlation analysis) and expert methods (in-depth interviews). The authors develop a balanced scorecard of relationship marketing of an industrial enterprise on the basis of Kaplan and Norton’s business perspectives. We establish the stages of evaluating the productivity of relationship marketing in the industrial market and test scientific hypotheses about the factors determining the productivity of relationship marketing. The authors try out the proposed method at the Aramil Plant of Advanced Technologies and introduce a relationship marketing program. Due to implementation of the relationship marketing program in 2017, the plant’s revenue increased by 1.4%. The results of calculations confirm the hypotheses that customers with a high level of satisfaction have the largest share in the company’s sales volume and employees with a high level of satisfaction establish the longest relationships with the clients. We also prove the correlation between satisfaction of the target segment’s customers and their lifetime value.

Keywords: RELATIONSHIP MARKETING; INDUSTRIAL MARKET; MARKETING PRODUCTIVITY INDICATORS; BALANCED SCORECARD; RELATIONSHIP MARKETING PROGRAM; CUSTOMER LIFETIME VALUE (search for similar items in EconPapers)
JEL-codes: C12 C81 M31 (search for similar items in EconPapers)
Date: 2018
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DOI: 10.29141/2073-1019-2018-9-5-8

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