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Journals / Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2006 / Cilt: 24 - Sayı: 2

The Interrelations Between Relationship Marketing, Firms Cooperation and Trust

İlişki Pazarlaması, Firmalar Arasındaki İşbirliği ve Güven İlişkisi

Nurcan YÜCEL
Leyla ÖZER
Pages
153–175
Publication Date
2022-10-18
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results indicate that the firms whose relationship marketing level is high cooperate with other firms.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study is to define the relation between relationship marketing, trust and cooperation.
📊
Key Findings & Data:The results indicate that the firms whose relationship marketing level is high cooperate with other firms.
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Conclusion & Impact:Alliance and cooperation between firms are generally vertical and rarely horizontal.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The aim of this study is to define the relation between relationship marketing, trust and cooperation. For this purpose, data concerning level of relationship marketing, trust, causes of cooperating, partners, and level of cooperation are gathered thorough a questionnaire conducted on owners/ managers and marketing managers of Small & Medium Size Business Enterprises (SME). Partial correlation analysis is used to analyze the data. The results indicate that the firms whose relationship marketing level is high cooperate with other firms. It is also found that trust and mutual interests have an effect on long term relations between those firms. Alliance and cooperation between firms are generally vertical and rarely horizontal.

Özet

Bu çalışmada, ilişki pazarlaması uygulamaları, işbirliği ve güven arasındaki ilişkinin belirlenmesi amaçlanmıştır. Bu amaçla Küçük ve Orta Boy İşletme sahip/yöneticileri ve pazarlama sorumlularından ilişki pazarlaması uygulama düzeyleri, güven, işbirliğine gitmeleri, işbirliği yapılan taraflar ve işbirliği yapma düzeylerine ilişkin, anket tekniği ile veri toplanmıştır. Elde edilen veriler kısmi korelasyon ile analiz edilmiştir. Firmalara yönelik ilişki pazarlaması uygulama düzeyleri yüksek olan katılımcıların işbirliği yaptıkları belirlenmiştir. Firmalar diğer firmalarla genellikle dikey, düşük oranda da yatay işbirliği yapmaktadırlar. Bu ilişkinin uzun dönemli olması ve işbirliğinin taraflara fayda sağlamasında karşılıklı güvenin etkisi bulunmaktadır.

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Cite This Article

YÜCEL, N., ÖZER, L. (2022). The Interrelations Between Relationship Marketing, Firms Cooperation and Trust. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 24 - Sayı: 2, 153–175. https://ajindex.com/articles/533253

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