The Role of Relationship Marketing in Enhancing the Competitive Advantage of Egyptian Petroleum Marketing Companies | ||
| International Journal of Multidisciplinary Studies on Management, Business, and Economy | ||
| Volume 5, Issue 1, June 2022, Pages 130-172 PDF (4.78 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ijmsbe.2022.453782 | ||
| Authors | ||
| Osama Ahmed Elmasry Ali Abukresha; Asmaa Khalaf Omran Mohammed | ||
| Lecturer of Business Administration Faculty of Commerce, Sohag University | ||
| Abstract | ||
| Abstract The current study aims to measure the effect of relationship marketing in its dimensions: trust, commitment, empathy, communication, and conflict resolution, on competitive advantage in its dimensions: product quality, financial performance, market control, creativity and development, and operational efficiency in Egyptian petroleum marketing companies. To achieve this goal, a questionnaire was designed to measure the variables. The study was applied to a sample of (60) individuals from general managers, marketing and sales managers, agent officials, and customer officials in Egyptian petroleum marketing companies. The study concluded that there is an impact of relationship marketing in its dimensions, which are: trust, commitment, sympathy, communication, and conflict resolution. On the competitive advantage in its dimensions: product quality, financial performance, market control, innovation and development, and operational efficiency in the Egyptian petroleum marketing companies under study. Based on the results of the study, the researchers presented a set of theoretical and applied implications, and a set of scientific and practical recommendations. | ||
| Keywords | ||
| Relationship marketing; competitive advantage; Egyptian petroleum marketing companies | ||
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