التسويق بالعلاقات و دوره في تنمية القيمة المستدامة للزبون : بحث تحليلي لآراء عينة من العاملين في مصنع الوارث للصناعات الهندسية-كربلاء

الملخص EN

Companies that aims to achieve excellence in their customer relationships must work to improve and expand such ties.

Relationship marketing is the basis for the work of firms that want to flourish, especially if the company focuses on a certain area of knowledge.

Such as the customer's sustainable value, which is what the present research seeks to discover by investigating the link between relationship marketing and the customer's sustainable value in (Al-Warith Engineering Industries Factory) Due to shortages of studies on the link between the two variables, especially in the Iraqi context, the research attempted to investigate the two variables in order to understand the nature of the interaction between them.

In addition to the theoretical briefing of each of them, and in order to achieve the goal of the research, two main hypotheses were tested, as it included a random sample consisting of (30) employees of the company during the research.

The data was statistically processed using a variety of statistical approaches, including (simple correlation coefficient, simple regression analysis F-test, interpretation coefficient R 2 ).

The research reached several conclusions, most notably: 1- The results of the statistical analysis proved of the first main research hypothesis (there is a positive relationship between relationship marketing and sustainable value, and this means the sample members’ awareness of the importance of relationship marketing that contribute to making sustainable value more positive to achieve the company’s goals and improve the relationship with customers.

2- Relationship marketing requires greater attention from the organization since it affects the customer's long-term value and helps with customer acquisition, retention, and expansion.

The study concluded with a number of suggestions, the most significant of which is "the necessity for firm management to pay attention to the notion of visual marketing in a way that creates sustainable value for the customer through client acquisition, retention, and expansion."