THE EFFECTS OF RELATIONAL MARKETING ON THE BUSINESS PERFORMANCE: A PRACTICAL STUDY ON THE AUTHORIZED AUTO SALES AGENCIES

With the globalization, the information age has revealed a new understanding of doing business in which the competition is more intense. This new understanding has changed the customers' buying behavior and the factors affecting them. The power in the change relationship established between the company and the customer shifted focus from the manufacturer or the dealer side to the customer side. Today, one of the most important marketing communication tools supporting us to reach information about customers is “relational marketing”. This study consists of three chapters formed the axis of relational marketing. In the first three chapters, marketing, modern marketing methods and relational marketing were discussed. In the third chapter, analyzes were conducted to measure the effects of relational marketing practices on business performance. In this section, the methodology and the findings of a research project covering the authorized auto sales agencies in the province of Konya were addressed, hypotheses were tested and some suggestions were presented.