التوجه الحديث لتسويق العلاقات كمطلب لتحقيق المشاركة في خلق القيمة

الملخص EN

Customer relationships and value are especially important today.

It's more important than ever to build strong customer relationships based on real and enduring value.

Interaction and resource integration have a pivotal role in service provision and releases opportunities for novel value co-creation.

The main objective of this paper is to explain the importance of interaction and resource integration leading up to value co-creation from a relationship marketing point of view.

The results show a positive correlation between relationship marketing based on interaction and resource integration and value co-creation in the company under study.