Measuring Relationship Marketing Productivity in the Industrial Market

The paper systematizes theoretical and methodological approaches to the study of the influence of marketing activities involved in building relationships with partners on an organization’s performance indicators. The article aims to design a system of indicators and a set of methods for measuring re...

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Autores principales:	Izakova N.B., Kapustina L.M.
Formato:	article
Lenguaje:	RU
Publicado:	Ural State University of Economics 2018
Materias:	RELATIONSHIP MARKETING INDUSTRIAL MARKET MARKETING PRODUCTIVITY INDICATORS BALANCED SCORECARD RELATIONSHIP MARKETING PROGRAM CUSTOMER LIFETIME VALUE Business HF5001-6182 Finance HG1-9999
Acceso en línea:	https://doaj.org/article/8e20df31e4204bde9ba4851505e21292
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spelling	oai:doaj.org-article:8e20df31e4204bde9ba4851505e212922021-12-02T09:52:00ZMeasuring Relationship Marketing Productivity in the Industrial Market10.29141/2218-5003-2018-9-5-82218-5003https://doaj.org/article/8e20df31e4204bde9ba4851505e212922018-11-01T00:00:00Zhttp://upravlenets.usue.ru/images/75/8.pdfhttps://doaj.org/toc/2218-5003The paper systematizes theoretical and methodological approaches to the study of the influence of marketing activities involved in building relationships with partners on an organization’s performance indicators. The article aims to design a system of indicators and a set of methods for measuring relationship marketing productivity in the industrial market. The methodological basis is the works of the leading Russian and foreign scientists on examining the content and productivity of relationship marketing in the industrial market, as well as on forming customer metrics and a marketing balanced scorecard. The methods for evaluating relationship marketing productivity in the industrial market combines methods of mathematical statistics (singlefactor analysis of variance, construction of contingency tables, pairwise correlation analysis) and expert methods (in-depth interviews). The authors develop a balanced scorecard of relationship marketing of an industrial enterprise on the basis of Kaplan and Norton’s business perspectives. We establish the stages of evaluating the productivity of relationship marketing in the industrial market and test scientific hypotheses about the factors determining the productivity of relationship marketing. The authors try out the proposed method at the Aramil Plant of Advanced Technologies and introduce a relationship marketing program. Due to implementation of the relationship marketing program in 2017, the plant’s revenue increased by 1.4%. The results of calculations confirm the hypotheses that customers with a high level of satisfaction have the largest share in the company’s sales volume and employees with a high level of satisfaction establish the longest relationships with the clients. We also prove the correlation between satisfaction of the target segment’s customers and their lifetime value.Izakova N.B.Kapustina L.M.Ural State University of EconomicsarticleRELATIONSHIP MARKETINGINDUSTRIAL MARKETMARKETING PRODUCTIVITY INDICATORSBALANCED SCORECARDRELATIONSHIP MARKETING PROGRAMCUSTOMER LIFETIME VALUEBusinessHF5001-6182FinanceHG1-9999RUУправленец, Vol 9, Iss 5, Pp 74-84 (2018)
institution	DOAJ
collection	DOAJ
language	RU
topic	RELATIONSHIP MARKETING INDUSTRIAL MARKET MARKETING PRODUCTIVITY INDICATORS BALANCED SCORECARD RELATIONSHIP MARKETING PROGRAM CUSTOMER LIFETIME VALUE Business HF5001-6182 Finance HG1-9999
spellingShingle	RELATIONSHIP MARKETING INDUSTRIAL MARKET MARKETING PRODUCTIVITY INDICATORS BALANCED SCORECARD RELATIONSHIP MARKETING PROGRAM CUSTOMER LIFETIME VALUE Business HF5001-6182 Finance HG1-9999 Izakova N.B. Kapustina L.M. Measuring Relationship Marketing Productivity in the Industrial Market
description	The paper systematizes theoretical and methodological approaches to the study of the influence of marketing activities involved in building relationships with partners on an organization’s performance indicators. The article aims to design a system of indicators and a set of methods for measuring relationship marketing productivity in the industrial market. The methodological basis is the works of the leading Russian and foreign scientists on examining the content and productivity of relationship marketing in the industrial market, as well as on forming customer metrics and a marketing balanced scorecard. The methods for evaluating relationship marketing productivity in the industrial market combines methods of mathematical statistics (singlefactor analysis of variance, construction of contingency tables, pairwise correlation analysis) and expert methods (in-depth interviews). The authors develop a balanced scorecard of relationship marketing of an industrial enterprise on the basis of Kaplan and Norton’s business perspectives. We establish the stages of evaluating the productivity of relationship marketing in the industrial market and test scientific hypotheses about the factors determining the productivity of relationship marketing. The authors try out the proposed method at the Aramil Plant of Advanced Technologies and introduce a relationship marketing program. Due to implementation of the relationship marketing program in 2017, the plant’s revenue increased by 1.4%. The results of calculations confirm the hypotheses that customers with a high level of satisfaction have the largest share in the company’s sales volume and employees with a high level of satisfaction establish the longest relationships with the clients. We also prove the correlation between satisfaction of the target segment’s customers and their lifetime value.
format	article
author	Izakova N.B. Kapustina L.M.
author_facet	Izakova N.B. Kapustina L.M.
author_sort	Izakova N.B.
title	Measuring Relationship Marketing Productivity in the Industrial Market
title_short	Measuring Relationship Marketing Productivity in the Industrial Market
title_full	Measuring Relationship Marketing Productivity in the Industrial Market
title_fullStr	Measuring Relationship Marketing Productivity in the Industrial Market
title_full_unstemmed	Measuring Relationship Marketing Productivity in the Industrial Market
title_sort	measuring relationship marketing productivity in the industrial market
publisher	Ural State University of Economics
publishDate	2018
url	https://doaj.org/article/8e20df31e4204bde9ba4851505e21292
work_keys_str_mv	AT izakovanb measuringrelationshipmarketingproductivityintheindustrialmarket AT kapustinalm measuringrelationshipmarketingproductivityintheindustrialmarket
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Measuring Relationship Marketing Productivity in the Industrial Market

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