The effect of relationship marketing applications on customer loyalty in industrial markets: Jantsa example

The ability of businesses to establish, develop and maintain long-term and positive relationships with their customers is one of the key success factors in today's competitive market. It is important for businesses to analyze the quality of these relationships correctly. At this point, relationship quality elements play a role. When businesses achieve the highest possible success in all aspects of the relationship quality, the quality of the relationship will increase and the bonds between the business and the customers will strengthen. Especially in industrial markets, where such relationships are more important, it is thought that relationships can improve customers' loyalty and provide an advantage to businesses as a competitive tool. This study included a quantitative research to investigate the relationship between relationship quality and customer loyalty, which is considered within the relational marketing concept. Relationship quality is handled with the dimensions of trust, commitment, adaptation, cooperation, communication quality and satisfaction. In determining the relationships between the variables, the opinions of 126 buyer enterprises which operate in Antalya, Aydın, Burdur, Denizli, Isparta and Muğla provinces, which have a supplier-buyer relationship with Jantsa AŞ operating in Aydın, were consulted with a survey method. The results of the research point to a high level of relationship quality and customer loyalty. There is a strong relationship between relationship quality and customer loyalty.