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Paper Information

Journal:   JOURNAL OF MARKETING MANAGEMENT   Spring 2017 , Volume 11 , Number 34 ; Page(s) 111 To 132.

Use of Relationship Marketing Programs in Building Customer – Salesperson and Customer– Firm Relationships: Differential Influences on Financial Outcomes

Author(s):  Asgarpour Askar*, RAHCHAMANI AHMAD
* Qazvin Azad University, Qazvin, Iran
The present study aims to understand the effects of relationship marketing programs on financial function in Sasan Company. In terms of aim, it is an applied research, in terms of method of collecting data, it's considered as a survey and in terms of method of analyzing the data it's correlational studying. After studying the background of the subject and considering the existent models about the relationship marketing and financial function and the formation of theoretical framework, the major variables of the study were identified and the conceptual model and hypotheses were specified. For measuring the research variables, a questionnaire was used. The sample included 384 customers of the company which were selected by using random sampling. The result of statistical analysis and the study's hypothesis testing by using the structural equation modeling (SEM) showed that, there is a significant relationship between relationship marketing programs and financial function. At the end we present herein implications and suggestions to the company and future researchers.
Keyword(s): Relationship marketing programs,Customer and seller relationships,Firm and customer relationships,Financial function
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