THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY EVALUATION OF SHAMMOUT’S MODEL

Increased competition, dynamism and complexity of the environment, highlighted private sector, growth of customer expectations and the emergence of new innovations in the service industry in Turkey, has caused major changes in firms alattitude towards the customer and has informed them about importa...

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Autores principales:	Sanam EIVAZZADEH, Aysel ERCİŞ, Bahar TÜRK
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2020
Materias:	relationship marketing relationshipbonds relationshipquality loyalty developed model of relationship marketing Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/c3aea008babf46adb662d4e779220e47
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spelling	oai:doaj.org-article:c3aea008babf46adb662d4e779220e472021-11-24T09:20:35ZTHE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY EVALUATION OF SHAMMOUT’S MODEL2148-416310.29228/JASSS.39509https://doaj.org/article/c3aea008babf46adb662d4e779220e472020-10-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=efb8340a-9c71-4ffb-b48a-3a134f4d4bd8.pdf&key=39509https://doaj.org/toc/2148-4163Increased competition, dynamism and complexity of the environment, highlighted private sector, growth of customer expectations and the emergence of new innovations in the service industry in Turkey, has caused major changes in firms alattitude towards the customer and has informed them about importance of customer. Issue of preservation and increase customer loyalty considered as a strategic challenge for companies. Companies use the guidance of relational marketing to find solutions to the issue of finding customers and making them sustainable. Relationship marketing approaches can limits dissatisfied customers and increases loyal customers. Researchers have adopted the following principles in conceptualizing relationship marketing: First of all, firms should strengthen their relations with customers and suppliers, in other words, they should consider the importance of not only trading but also creating communication. Second, they should focus on maximizing the value customers expect. Finally, they should focus on developing and strengthening relationships with customers and suppliers, the impact of effective people and internal marketing. In the study, the relational marketing tools required to provide customer satisfaction in the hospitality industry and to keep the customers in the long term as a result of the satisfaction were discussed. This research evaluates relationshipmarketing model in five-star hotels in Turkey.Therefore, relationship marketing developed model of Shammout in 2007 is selected. There quired data were collected through questionnaire and structural equation modeling (AMOS) was used for data analysis.The results showed that all relationship bonds except financial bonds by influencing the emotions and relationship quality can lead to customer loyalty. Finally, the Shammout model was approved.Sanam EIVAZZADEHAysel ERCİŞBahar TÜRKFırat Universityarticlerelationship marketingrelationshipbondsrelationshipqualityloyaltydeveloped model of relationship marketingSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 13, Iss 81, Pp 595-605 (2020)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	relationship marketing relationshipbonds relationshipquality loyalty developed model of relationship marketing Social Sciences H Social sciences (General) H1-99
spellingShingle	relationship marketing relationshipbonds relationshipquality loyalty developed model of relationship marketing Social Sciences H Social sciences (General) H1-99 Sanam EIVAZZADEH Aysel ERCİŞ Bahar TÜRK THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY EVALUATION OF SHAMMOUT’S MODEL
description	Increased competition, dynamism and complexity of the environment, highlighted private sector, growth of customer expectations and the emergence of new innovations in the service industry in Turkey, has caused major changes in firms alattitude towards the customer and has informed them about importance of customer. Issue of preservation and increase customer loyalty considered as a strategic challenge for companies. Companies use the guidance of relational marketing to find solutions to the issue of finding customers and making them sustainable. Relationship marketing approaches can limits dissatisfied customers and increases loyal customers. Researchers have adopted the following principles in conceptualizing relationship marketing: First of all, firms should strengthen their relations with customers and suppliers, in other words, they should consider the importance of not only trading but also creating communication. Second, they should focus on maximizing the value customers expect. Finally, they should focus on developing and strengthening relationships with customers and suppliers, the impact of effective people and internal marketing. In the study, the relational marketing tools required to provide customer satisfaction in the hospitality industry and to keep the customers in the long term as a result of the satisfaction were discussed. This research evaluates relationshipmarketing model in five-star hotels in Turkey.Therefore, relationship marketing developed model of Shammout in 2007 is selected. There quired data were collected through questionnaire and structural equation modeling (AMOS) was used for data analysis.The results showed that all relationship bonds except financial bonds by influencing the emotions and relationship quality can lead to customer loyalty. Finally, the Shammout model was approved.
format	article
author	Sanam EIVAZZADEH Aysel ERCİŞ Bahar TÜRK
author_facet	Sanam EIVAZZADEH Aysel ERCİŞ Bahar TÜRK
author_sort	Sanam EIVAZZADEH
title	THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY EVALUATION OF SHAMMOUT’S MODEL
title_short	THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY EVALUATION OF SHAMMOUT’S MODEL
title_full	THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY EVALUATION OF SHAMMOUT’S MODEL
title_fullStr	THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY EVALUATION OF SHAMMOUT’S MODEL
title_full_unstemmed	THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY EVALUATION OF SHAMMOUT’S MODEL
title_sort	influence of relationship marketing on customer loyalty evaluation of shammout’s model
publisher	Fırat University
publishDate	2020
url	https://doaj.org/article/c3aea008babf46adb662d4e779220e47
work_keys_str_mv	AT sanameivazzadeh theinfluenceofrelationshipmarketingoncustomerloyaltyevaluationofshammoutsmodel AT ayselercis theinfluenceofrelationshipmarketingoncustomerloyaltyevaluationofshammoutsmodel AT baharturk theinfluenceofrelationshipmarketingoncustomerloyaltyevaluationofshammoutsmodel AT sanameivazzadeh influenceofrelationshipmarketingoncustomerloyaltyevaluationofshammoutsmodel AT ayselercis influenceofrelationshipmarketingoncustomerloyaltyevaluationofshammoutsmodel AT baharturk influenceofrelationshipmarketingoncustomerloyaltyevaluationofshammoutsmodel
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THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY EVALUATION OF SHAMMOUT’S MODEL

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