文章基本信息

标题：RELATIONSHIP MARKETING AND LOYALTY OF COSTUMERS FROM THE VIEWPOINT OF GHARB STEEL INDUSTRIAL COMPANY
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作者：Milad Sheikholeslami Vatani ; Hasan Mehrmanesh ; Azad Toshih 等
期刊名称：Journal of Current Research in Science
印刷版ISSN：2322-5009
出版年度：2014
卷号：2
期号：2
页码：251-256
出版社：Islamic press
摘要：The aim of companies for making a long-lasting relationship with costumers is getting their loyalty. Following the principles of marketing on the basis of relation can have main share in keeping present customers and as a result getting more benefits for the company and it can be an excellent preference for competition. By studying and surveying the researches that have been done, it has been shown that today companies are using strategies that can keep their present costumers and by using suitable technology they are trying to get some information from their customers and through the can attract more customers and keep their loyalty and satisfaction. Marketing on the basis of relationship and management of relation with customers is one of the strategies that success full companies use to reach their goals, and it can be said that using such strategies is a kind of competitive preference in commercial world of today. Many companies use marketing on the basis of relation program for encouraging customers to keep their loyalty to their products and try to attract them more and more. This research has been done by paying attention to previous researches and studies and getting information from reliable resources, and surveying factors such as quality of services, suggested prices and also kind of relation (confidence and satisfaction of customers, that in turn increases the customers of a company). Data were surveyed on the basis of a framework research through distributing questionnaires among customers of different companies such as Saipa, Saipa Yadak, Zamyad, Saze Gostar and aftermarket Zamyad, by linear regression test and h hypothesis of the research. It was found that the company has been successful in some marketing tactics. It has got satisfaction of its customers in a meaningful level to 90% and so it has got confidence of the customers and as a result it has got loyalty of its customers
关键词：Tactics of marketing on the basis of relationship; quality relation; loyalty of customers; Gharb Steel industrial company