A study of the effect of marketing and sales on customer participation and its role in the company’s financial performance and market success (Case study: factories in Shiraz industrial park)
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 6
Abstract
Objective: In the last two decades, sales and marketing have increasingly progressed towards customer-oriented marketing strategies. Many recent studies have focused on the role of marketing in the development of new products, but there are few studies on the impact of marketing and sales on customer participation and its outcomes. Therefore, the aim of this study is an exploration of the effect of marketing and sales on customer participation and its impact on the company's financial performance and market success in the factories in Shiraz Industrial Park. Method This study is a descriptive survey as it intends to explore the impact of sales marketing on innovation based on the proposed variables of the study. The present study will use a survey method for data collection. The study population consists of factories and companies active in Shiraz Industrial Park. Based on the available information and statistics, the average number of factories and industrial enterprises in this province was 1,238 in 2016. The sample size of the study is 185 as determined by Krejcie and Morgan Table (1970). Based on the population and sample size, study questionnaires were distributed among the senior managers of the companies. Results: The results indicate that functional trust and competition, among the dimensions of communication, formalization of relationships, among the dimensions of exchange, and the performance of the information, among the dimensions of abilities, have a significant effect on sales marketing. It was also found that sales marketing has a significant impact on customer participation. Finally, it was revealed that customer participation has a significant impact on a company's financial performance and market success.
Authors and Affiliations
Hadi Mazarei
Keywords
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