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The Importance and Benefits of Relationship Marketing Concept

Author

Listed:
  • Yakup Durmaz

    (Hasan Kalyoncu University, Turkey)

  • Habip Güvenç

    (Hasan Kalyoncu University, Turkey)

  • Selman Kaymaz

    (Hasan Kalyoncu University, Turkey)

Abstract

The purpose of this study is to explain the concept and benefits of relationship marketing. The relationship marketing term that includes establishing short, medium and long-term ties-relationships with the customers, continuing and developing these relationships was first introduced by Berry in 1983. The concept of relationship marketing is a vital and important step in ensuring profit satisfaction and customer satisfaction in recent years, as well as achieving competitive advantage in the global market. Almost all of the big corporate enterprises in our country have turned to relationship marketing models and practices on issues such as ensuring customer satisfaction, determining customer expectations, product development, strengthening customer loyalty, product development and product differentiation.

Suggested Citation

  • Yakup Durmaz & Habip Güvenç & Selman Kaymaz, 2020. "The Importance and Benefits of Relationship Marketing Concept," European Journal of Business and Management Research, European Open Science, vol. 5(4), July.
    • Handle: RePEc:epw:ejbmr0:v:5:y:2020:i:4:id:50483
    DOI: 10.24018/ejbmr.2020.5.4.483
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