A survey the Impact of relationship marketing on costumers appreciation and Competitive Advantage of saipa representatives in Ardabil City
Considering the importance of the customer in the automotive industry, maintaining and enhancing customer loyalty and the factors affecting it is one of the main concerns of maintaining and developing its position in the market. For this purpose, one of the well-known solutions is "Affiliate Marketing," which restricts unhappy customers by reinforcing their appreciation among them, thereby increasing the loyalty of customers. The main aim of this research is studying the effect of relation – based marketing on Customer appreciation and Competitive Advantage. In this research the effect of relation – based marketing aspects such as trust, commitment, communications, Common value, Sympathy, customer satisfaction On customer satisfaction and competitive advantage have been studied the present research is an appreciation research from objective view, and descriptive research from the way of collecting data and correlational type. Statistical society of the research consists of all customers of Saipa agents in Ardabil City. The sample volume was predicted to 448 people by using simple randomized sampling. The means of collecting data is questionnaire. Structural equation modeling (lisrael. 8.8 software) has been used for analyzing data. The results of this study showed that relational marketing and its dimensions has a positive and meaningful effect on of the research showed that the relationship marketing and its dimensions have a positive and significant effect on customer appreciation and competitive advantage; this positive attitude can encourage customers to continue to engage with dealers.
Journal of Accounting and Management vision, Volume:2 Issue:7, 2019
66 - 81
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