Examination of the effects of the relationship marketing orientation on the company performance
Küçük Resim Yok
Tarih
2009
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Springer
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The research objective is to examine empirically the relationship marketing and its successful implementation in Turkish Beverage Companies. Three scales were used to generate the data. Relationship marketing scale, environmental factors scale and company performance scale. Some of the variables in questionnaire used as control variables that reflect company-specific characters namely, company size, business type and sales volume. First the main effect of relationship marketing orientation on company performance was assessed, and then the moderating effect of environmental factors on the relationship between relationship marketing orientation and company performance was estimated by using multivariate techniques.
Açıklama
Anahtar Kelimeler
Relationship Marketing Orientation, Company Performance, Moderating Effect, Turkish Beverage Industry, Commitment
Kaynak
Quality & Quantity
WoS Q Değeri
Q3
Scopus Q Değeri
Q1
Cilt
43
Sayı
3
