The impact of relationship marketing on the competitiveness of business organizations: An analytical study for a number of private Iraqi banks
DOI:
https://doi.org/10.33095/0dy6pf04Keywords:
relationship marketing, competitive business organizations.Abstract
The research aims to demonstrate the impact of relationship marketing with its dimensions (trust, commitment, and satisfaction) in achieving the competitiveness of business organizations with its dimensions (market share, flexibility, and productivity and profitability) for a number of private Iraqi banks in Baghdad. One of the most important justifications for conducting the research is the need for banks to enhance the use of relationship marketing methods, and the importance of the research lies in attracting the attention of decision-makers in the researched banks to the need to pay attention to relationship marketing to achieve a competitive position in the banking business environment. The main hypothesis was formulated to measure the effect between the research variables. The descriptive analytical method was used to achieve these tests. A questionnaire was designed and distributed to a random sample of administrative leaders (members of the board of directors) in the investigated banks to collect the necessary data. The data was analyzed using the statistical program (SPSS.V.25), and one of the most important findings of the research is that there is an influence relationship between relationship marketing in its dimensions and the competitiveness of business organizations.
Paper type: Research paper
Downloads
References
References:
- Akimova, L. (2017). "Development of market orientation and competitiveness of Ukrainian firms" European Journal of Marketing Bradford. Vol.34, No. 9 pp.10-23.
- Al-Dulaimi, E., Abboud, A. and Anfal, S. (2022). "Reflection of the role of strategic awareness in the competitiveness of business organizations" field research in the Asia Cell Cellular Communications Organization, Anbar University / College of Administration and Economics, Anbar University Journal of Economic and Administrative Sciences. Vol.14, No 4. pp. 56-78
- Al-Janabi, A., Kazem, N. and Nimah, S. (2022). "The role of relationship marketing in achieving strategic entrepreneurship" exploratory research of the opinions of a sample of the National Paints Company Limited, Al-Mamoun College Journal. Vol.35, No. 37,pp.80-114
- Al-Kubaisi, S., Salah, A. and Daham, A. (2018). "Quantitatively measuring the level of knowledge management, customer orientation, and competitiveness of business organization" a comparative study in Erbil Steel and GK Steel companies, Dinar Magazine. Vol. 1, No. 14, pp. 71-93
- Al-Maliki, N., Fayyad, R. and Kashkul, H.M. (2021). "The impact of cyber marketing strategies in achieving competitive advantage" an applied study in the Nour Al-Kafeel Industrial Investments Organization, Warith Science Magazine, special issue of the first international conference.
- Al-Salami, M. (2015). “Information systems are an introduction to achieving competitive advantage,” Cairo, University Publishing House.
- Atiq, K. and Bourouba, M.A. (2022). "The impact of relationship marketing dimensions on customer loyalty with satisfaction as a mediating variable using structural equation modeling - a case study of Algeria Gulf Bank AGB and Happy Agency". Strategy and Development Journal. Vol.10, No.4 ,pp. 54-90.
- Chase, R.B., Aquilano, N.J. and Jacobs, R.F. (2017). "Operation Management For Competitive Advantage" 11thed ,McGraw–Hill, Inc: New York.
- Depperu, D. and Daniele, C. (2019), "Analyzing International Competitiveness At The Firm Level" Concepts And Measures.
- Elias, S. (2021). "Competitiveness and Competitive Advantage in Business Organizations" Journal of Development Research and Studies. Vol. 8, No 1,pp. 53-69
- Fassnacht, M. (2014) "Relationship not Transaction" www.crmguru.com.
- Hennig-Thurau T., Gwinner K. and Gremler D.D. (2012). "understanding Relationship marketing outcomes. Journal of service research". Vol.4, No.4, pp.230-247.
- Hosell, H. (2021). "Relationship Marketing" Kundenbinndung durch Vertrauens management, Hochschule Ruhr West Studiengang E-Commerce Studienort Mulheim,pp.40.
- Issa, B. (2019). "The role of relationship marketing in increasing customer loyalty" a case study of the Bank of Agriculture and Rural Development, Republican Directorate of Ouargla,” Master’s thesis, Kasdi Merbah University - Ouargla, Faculty of Law and Economic Sciences, Department of Management Sciences.
- Jalili, P. (2018). "The impact of customer relationship marketing on market performance",Master thesis.
- Kamal, R., Ammar, B. (2013). "Industrial Competitiveness of the Algerian Economic Corporation" a presentation presented at the First National Forum on the Algerian Economy in the Third Millennium, Faculty of Economic Sciences and Management, University of Blida, Algeria.
- Karim, S.A. and Daham, A.I. (2013). "Competitiveness of business organizations according to the role of knowledge management and customer orientation" a comparative exploratory study in Iraqi business organizations, Journal of the Baghdad University College of Economic Sciences, No. 50.
- Khamis, A. and Abd, A. (2022). "The voice of employees and its impact on the competitiveness of business organizations"Applied research in a sample of Iraqi private banks, (2) 359- Tikrit Journal of Administrative and Economic Sciences, Vol. 18, No. 59, Part 380.
- Khamis, H.N. (2022). "The role of social capital in enhancing the competitiveness of organizations, applied research in a sample of private Iraqi banks" Iraqi University Journal, No. 56, Part.
- Kotler, P. and Keller, K.(2019). "Marketing management", 13th Edition, New Jersey: Prentice Hallp.p30.
- Nayongesa et, al,(2020). “The role of individual relationship marketing factors in influencing customer retention among microfinance institutions in Kenya” Journal of Research in Emerging Markets. Vol.25,No19 , pp73-92.
- Nishanthini, A. and Nimalathasan, B. (2013).“Determinants of profitability: A case study of listed manufacturing companies in Sri Lanka”, Merit Research Journal of Art, Social Science and Humanities. Vol. 1, No. 1, pp. 1-6.
- Ratnasingam, P.(2015). "Trust in inter-organizational exchanges" a case study in in business electronic commerce journal of decision support systems. Vol.3,No..21 ,pp.525-544.
- Ryals, L. and Payne, A.(2020). "Customer relationship management in financial services" Towards in formation enabled relationship marketing. Journal of strategic marketing Vol.9, pp.3-27.
- Shafik, M.Y. (2019). "Relationship Marketing" Second edition, publications of the Arab Organization for Administrative Development, Egypt
- Von, V. (2019). "Leading for Innovation: An Empirical Analysis of Ambidextrous Leadership" zur Erlangung des akademischen Grades Einer Doktorin der Philosophie (Dr. phil.) vorgelegt am Fachbereich Humanwissenschaften (FB 01)der Universität Kassel.
- Wahab, N., Abu Hassan, A., Lailatul, F.S., Siti, S.M. and surian, N. (2016). "The Relationship Between Marketing Mix and Customer Loyalty in Hijab Industry" The Mediating Effect of customer satisfaction procedia Economic and Finance, Vol. 37, No.61, pp. 114-136.
- Welbeck, Jonathan, Akrofi, Joycekoi and Akrofi, Godfred Y.K. (2013)."Relationship marketing tactics and customer loyalty- A case of the mobile Telecommunication Industry in Ghana", Asian Journal of business management. Vol.5,No. 1, pp. 77-92.
- Roman, (2023). “Organizational development interventions: An artifact ion perspective”. The Journal of Applied Behavioral Science, Vol. 47,No. 1,pp. 8–32.
Published
Issue
Section
License
Copyright (c) 2024 Journal of Economics and Administrative Sciences
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Articles submitted to the journal should not have been published before in their current or substantially similar form, or be under consideration for publication with another journal. Please see JEAS originality guidelines for details. Use this in conjunction with the points below about references, before submission i.e. always attribute clearly using either indented text or quote marks as well as making use of the preferred Harvard style of formatting. Authors submitting articles for publication warrant that the work is not an infringement of any existing copyright and will indemnify the publisher against any breach of such warranty. For ease of dissemination and to ensure proper policing of use, papers and contributions become the legal copyright of the publisher unless otherwise agreed.
The editor may make use of Turnitin software for checking the originality of submissions received.
How to Cite
How to use the OJS system 
