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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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