THE ROLE OF RELATIONSHIP MARKETING IN CONSUMER PURCHASE DECISION: AN EXPLORATORY STUDY

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Objective: This study seeks to investigate the function of relationship marketing in consumer purchasing decisions. Theoretical Framework: As a result of the significant changes witnessed in the last millennium at the global level in all spheres of life, perhaps the most prominent is the shift from the planned economy to the market economy, as well as the pressures of intense competition, the emergence of globalization, the information and technology revolution, the rise in levels of foreign investment, and the enormous increase in the number and types of products, services, and brands. It significantly influenced the decisions of consumers. Method: Our study consists of a qualitative setting; thus, we have utilized the depth method, which helped us clarify the relation between consumer purchase decisions and relationship marketing from the perspective of both the consumer and the company, using semi-structured and unstructured interviews. Results and Discussion: The results indicate that the foundation for achieving growth and sustainability in the markets is to attract the greatest number of customers possible, to strive for their satisfaction and gain loyalty, to work on establishing permanent partnership relationships with all customers, and to treat each customer as if it were its market division. Research Implications: From a managerial application perspective, an understanding of consumers' expectations of their relationships with sellers would assist marketers in establishing, enhancing, and maintaining these relationships. Marketers need to identify how they can use customer data to improve customer relationships. Permission from customers can provide marketers with the privilege of contacting customers; information such as customer needs makes possible the customization of products and services; and data about the initiation and growth of customer relationships help to ensure effective and timely feedback. Marketers can informally survey their customers by asking about the relevance of various services, or they can formally survey their customers to gain more in-depth customer-specific information. Originality/Value: The findings provide insight into consumers' motivations and attitudes with regard to relationship marketing and suggest a way forward for further research. In particular, a number of ways in which mobile phone companies might seek to encourage consumers to consider value-added service propositions more seriously and become less solely price-sensitive are proposed.