Analysis of The Drivers Affecting the Business Services Marketing with A Focus on The Perspective of Importing and Exporting Goods of Small and Medium Enterprises

In the modern age, attracting and retaining customers for any organization is inevitable, and their durability is depending on strategies that are used to satisfy and attract customers and also convert potential customers to real customers and their loyalty. Due to the rapid rate of change in firms, one of the factors of production in small and medium enterprises in line with the mutation of productin is modification of marketing because today marketing can be considered as one of the ways to achieve the goal of the companies with considering future research approaches.Given that this study focuses on firms that provide services, it aims to identify the drivers and factors that affect service marketing, including commercial services except for financial and insurance services. To this end, many drivers were collected by reviewing previous studies, interviewing experts in this field, and holding meetings with companies and service providers. The tool used in this study is fundamental data theory, by which the approach has been able to aggregate and classify the collected drivers and apply them to the Strauss and Corbin model.As a result of this study, 46 drivers were selected and classified into five categories of causal conditions, main phenomena, confounding conditions, context, strategy and outcomes.