An assessment of port and shipping line relationships: the value of relationship marketing

Caliskan A., ESMER S.

MARITIME POLICY & MANAGEMENT, cilt.47, sa.2, ss.240-257, 2020 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 47 Sayı: 2
  • Basım Tarihi: 2020
  • Doi Numarası: 10.1080/03088839.2019.1690172
  • Dergi Adı: MARITIME POLICY & MANAGEMENT
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, Aerospace Database, Aquatic Science & Fisheries Abstracts (ASFA), Business Source Elite, Business Source Premier, Communication Abstracts, EconLit, Environment Index, Geobase, Metadex, PAIS International, Pollution Abstracts, Public Affairs Index, DIALNET, Civil Engineering Abstracts
  • Sayfa Sayıları: ss.240-257
  • Anahtar Kelimeler: Port marketing, relationship marketing, port-customer relationship, SERVICE QUALITY, CUSTOMER SATISFACTION, TRUST, COMMITMENT
  • Kocaeli Üniversitesi Adresli: Hayır

Özet

Intense competition and continuously changing variables in macro and micro environments compel ports to reinvent themselves and seek ways to gain a competitive advantage. One way to do so is to obtain and retain loyal customers by creating strong bonds and customer satisfaction. This study examined relationship marketing as a tool for developing and sustaining relationships in port businesses. The aim was to investigate if it is worth investing in and conducting a relationship marketing strategy in the port industry, specifically for affiliations between container terminals and shipping lines, by measuring the effects on customer relationship performance indicators. The findings indicate that ports can achieve positive impacts on customer loyalty, satisfaction, and word-of-mouth promotion by using social, structural, and financial relationship marketing tactics.