EVALUATING THE EFFECTS OF IT (INFORMATION TECHNOLOGY) COMPONENTS ON CREATING A RELATIONSHIP MARKETING

Successful performance of organizations depends on fulfilling management tasks including planning, organizing, leadership and control. Therefore, progression of organizations without benefitting from information instruments and achieving necessary skills on IT for enabling managers to solve their problems is impossible. Relationship marketing, as a multi-dimensional structure, has components which managers consider them to handle the customers’ expectations and demands actively in a way that organization is able to meet these expectations or even exceed them. Method of current research is descriptive analytic method, and inferential statistics is used to analyze the data and test the research hypotheses. It should be noted that SPSS software has been utilized to analyze data and assess the significance rate of research hypotheses. Sample population of this research is all experts and managers of marketing in Tehran of which 200 people has been selected randomly.

[1]  Gene R. Laczniak,et al.  An ethical basis for relationship marketing: a virtue ethics perspective , 2007 .

[2]  Raymond P. M. Chow,et al.  Relationship marketing orientation: scale development and cross-cultural validation , 2005 .

[3]  S. Hunt,et al.  The Commitment-Trust Theory of Relationship Marketing , 1994 .

[4]  Christian Grönroos,et al.  Relationship Marketing: Challenges for the Organization , 1999 .

[5]  Gary Sharp,et al.  Relationship marketing and customer retention lessons for South African banks , 2011 .

[6]  Tuomo Takala,et al.  An alternative view of relationship marketing: a framework for ethical analysis , 1996 .

[7]  Simon Ville,et al.  “Making Connections”: Insights into Relationship Marketing from the Australasian Stock and Station Agent Industry , 2009, Enterprise & Society.

[8]  Raymond P. M. Chow,et al.  Is relationship marketing for everyone , 2000 .

[9]  Jay Kandampully,et al.  Relationship marketing: a concept beyond the primary relationship , 1999 .

[10]  David R. Low,et al.  Information technology and relationship marketing in an inter-firm context: implications for research , 2009 .

[11]  Andrew D. Pressey,et al.  Barriers to relationship marketing in consumer retailing , 2000 .

[12]  Adam Lindgreen,et al.  Relationship marketing: schools of thought and future research directions , 2005 .

[13]  Tahir Rashid.  Relationship marketing: case studies of personal experiences of eating out , 2003 .

[14]  Kevin J. Trainor,et al.  Integrating information technology and marketing: An examination of the drivers and outcomes of e-Marketing capability , 2011 .

[15]  Michael R. Hyman,et al.  The antitrust implications of relationship marketing , 2004 .

[16]  C. Grönroos.  From Marketing Mix to Relationship Marketing , 2012 .

[17]  L. O’Malley,et al.  Beyond the frills of relationship marketing , 2004 .

[18]  Mark Speece,et al.  Perceptions of relationship marketing among account managers of commercial banks in a Chinese environment , 2000 .

[19]  Yavuz Agan,et al.  Impact of Operations , Marketing , and Information Technology Capabilities on Supply Chain Integration , 2013 .