Investigating the Impact of Relationship Marketing on Improvement of Company's Performance according to Brettel et al model (Case Study: Companies in Isfahan Science and Technology Town)
International Journal of Academic Research in Business and Social Sciences
This paper attempts to study model of Brettel et al which investigates the effective factors on company's performance that is business models specifically cost (or efficiency)-centered and novelty-centered models in the context of relationship marketing regarding the mediator role of variables such as organisational life cycle and relationship-specific investments. In this study has suggested a main hypothesis (investigating the impact of relationship marketing on improvement of company
... of company performance) and six subordinate hypotheses (investigating the impact of each of variables such as cost-centered business model design, novelty-centered business model design, cost-centered business model design in late stages of organisational life cycle, novelty-centered business model design in early stages of organisational life cycle, costcentered business model design in early stages of organisational life cycle regarding relationship-specific investments, novelty-centered business model design in early stages of organisational life cycle regarding relationship-specific investments separately on company's performance).Based on study findings, first, second and forth hypotheses were supported. Results also showed that first subordinate hypothesis (cost-centered business model design has a significant impact on company performance) with path coefficient of 0.60 has the most impact and second subordinate hypothesis (novelty-centered business model design has significant impact on company performance) with the path coefficient of 0.29 has the least impact on company performance.