Role of Customer Relationship in Marketing Performance

Abstract

Successful modern companies are those which seek to accomplish to a principal objective; that s the acquirement of customers loyalty. The achievement of this objective depends on the role of the companies customers' relations in from the perspective of the marketing performance relations, and on building mediatory relation leading to the attainment of the maximum degree of satisfaction an trust to meet these needs; hence, it can be said that the basic pillar upon which the customers' relations are based on the an interval of relation that fix this pillar of the field of its work and in working in accordance with the customers expectation and opinion and rather than pursuiting the company's belief. This research aims at investigating the customers' relations with in the framework of the performance of the marketing relations, and the relation between customers' relations and the mediate relation (satisfaction and trust), and the impact of the relation quality on the marketing performance. A questionnaire for the data collection was adopted which consisted of (275) customers form the insurance companies in Khartoum which resulted in a response rate of 91.6%, in addition to the use of several statistical tools; [sample reliability test correlation analysis, assumption of the multiple regression for the goodness of the measurements and mutual relations.. This research consists of three chapters in addition to an introduction and a conclusion. Chapter one reviews the study literature, while the second chapter focuses on the case study and chapter three includes the methodology, the statistical techniques which were used for the data analysis and to test the hypotheses of the study. The following are among the main hypotheses of the study are: 1- There is a degree of correlation of statistical significance between the customers' relations and the performance of the marketing relations. 2- There is a degree of a correlation of statistical significance between customers' relations and the quality of the relation. 3- The quality of the relations impact the performance of the marketing relations. The main: findings of the study are: 1- Communications, knowledge and technology achieve the highest degrees in customers attraction. 2- Insurance companies desire to attract customers and build loyalty through reliance on trust and satisfaction in the provided service. 3- The impact of the negative and positive treatment of conflict does not depend on the nature of the conflict, but on the manner of how the company handles its treatment. Among the main recommendations are: 1- Managers should invest the resources for the improvement of the weak relations and strengthening the relationship quality (trust and satisfaction). 2- Managers should establish and build through the reliance of communications, knowledge and use of technology. 3- Managers should determine the most important factor of the insurance services which will retain the customers and induce them resuming frequent purchase