THE EFFECTS OF RELATIONSHIP MARKETING ON CREATING CUSTOMER LOYALTY: A CASE STUDY OF 3PL SERVICE PROVIDERS IN IZMIR

Year 2019, Volume: 2 Issue: 1, 49 - 52, 30.06.2019

Cemre Angın Nazlı Gülfem Gidener

Abstract

Increasing
competition, changing customer expectations and technological advances have
caused to alterations in business marketing practices. These changes have
forced the customer orientation and forming long-term relationship between the
business and their customers. In the direction of these developments,
businesses have adopted an understanding of relationship marketing that enables
businesses to create loyalty and build long-term relationships with customers.
Third party logistics service providers (3PL) which possess three dyadic relations
between buyer, seller and themselves, try to understand their customers and
create customer loyalty by adopting relationship marketing understanding. We have discovered the theory and the real life examples do not comply in the sense that 3PL's do not focus on retaining existing customers, analyze competitors and provide privileges to loyal customers.

Keywords

Logistics, 3PL Service Providers, B2B Markets, Relationship Marketing, Customer Loyalty

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