A research on the mediating role of innovation strategies in the impact of relational marketing activities on corporate sustainability

When we look at international companies, it has become important that innovation is carried out with information collected from external sources rather than what they learn in their work. The products and services used in education are a valuable source of information to create innovation for the databases of businesses. However, in order for this process to function properly, information about company customers can be found on another site in another way. The word that attaches importance to marvelous, environmental, social and act can be valuable. The aim of the research is to determine relational marketing activities in furniture companies and to reveal the mediating role of innovation strategies in the impact of these activities on corporate sustainability. In the research, a scale was tried to be developed by making use of existing scales in the literature on relational marketing. While developing the scale, both deductive and inductive methods were preferred. In this context, semi-structured interviews with three major companies in the content analysis of data obtained from a total of nine managers who are employed by the leading technology in the furniture sector in Turkey is made. In order to test the structural validity of the scale consisting of 34 items in the final stage, the questionnaire form was delivered to managers working in marketing departments of various sectors using both face-to-face interview technique and online survey technique. A total of 351 replies were made. As a result of exploratory factor analysis, it was determined that the scale consists of 16 items and has a four-factor structure. After the scale development study, a questionnaire was conducted with furniture companies in Kayseri, Ankara and Bursa (İnegöl) in order to test the research hypotheses. After data cleaning, 315 questionnaires in total were included in the study. The data of the research were analyzed using IBM SPSS 25 and IBM AMOS 24 package programs. Regression analysis was used to test the hypotheses. The bootstrap technique was preferred to test the mediation hypothesis. At the end of the research, it was seen that relational marketing activities have a positive effect on corporate sustainability. In addition, it has been concluded that the impact of relational marketing activities on corporate sustainability has an indirect positive effect on innovation strategies.