relationship marketing

This study was conducted to evaluate the relationship between loyalty, satisfaction, and commitment with relationship marketing to create value for customers and has been designed to collect data from the questionnaires used . The questionnaires have been distributed among individuals 193 customers, of Port and Maritime Organization in order to analyze the data and present the results of SPSS software and structural equation is utilized. The results of this study show that between 4 variables (trust, commitment, relationship, loyalty) of the costumers, there are significant relation and correlation. Based on the relationship marketing to component development, hypothesis (customer loyalty) has the highest average (3.5984), hypothesis (There is a significant relation between the organization commitment and create value in Port and Maritime Organization) has the lowest average (3.3871). Finally, by performing a statistical theory test for the whole hypothesis, all of them were approved and accepted.

Despite the vital role of information in relational-oriented firms, there are limited studies on the impact of information quality on relationship marketing. To address this gap, this study develops a conceptual model to examine the impact of information quality on the successful implementation of relationship marketing by assessing the mediating role of salespeople's relational competency. The proposed model is tested using structural equation modeling (SEM) technique with data collected from 140 employee-customer pair sample of Shatel Group (Tehran, Iran). Stratified sampling is our applied research methodology, we also employed questionnaire for data collection. The results indicate that while there is no meaningful relationship between information quality and salespeople's relational competency, there is a significant relationship between salespeople's relational competency and relationship marketing. Accordingly, it could be concluded that salespeople's relational competency cannot act as a mediating variable and thus information quality cannot affect relationship marketing indirectly.

In recent years, the integration of artificial intelligence (AI) across various industries has significantly transformed traditional practices, particularly in marketing. As sports marketing increasingly turns to AI-generated content, understanding the factors that influence consumer attitudes and purchase intentions becomes crucial for the effective utilization of this innovative technology. This article examines the impact of two key factors— observability and compatibility—of AI-generated sports marketing content on consumer attitudes and their purchase intentions. In today’s competitive world, understanding how this novel technology affects consumer behavior and how they interact with marketing content is of particular importance. Data was collected through a questionnaire using simple random sampling from sports consumers (n=300). A quantitative research method and structural equation modeling were employed, and the data were analyzed using SEM-Smart PLS TM3 software. The results indicated that observability and compatibility significantly influence consumer attitudes, which in turn affect purchase intentions. The robustness of the research model was confirmed through R2 and β values, emphasizing the importance of using innovative technologies in sports marketing. This article is one of the few studies focusing on the effects of AI-generated content in the sports industry and offers suggestions for improving sports marketing strategies.