Relationship marketing strategies in the container shipping industry: A qualitative approach

• Autorzy: Tepe Resul , Arabelen Gamze

Identyfikatory

DOI

10.17402/501

• Języki publikacji: EN

Abstrakty

EN

Recently, technological advancements, globalization, ongoing mergers and acquisitions, and intense competition have dominated the container shipping industry. This situation has led to the formation of major container shipping lines with similar technologies, offering the same service. In such an environment, a strategic competitive advantage is no longer entirely dependent on the basic features of the service provided and customer relationships, which is more difficult to replicate, has gained importance. Container shipping lines must develop customer-centric relationship marketing strategies that cover the whole organization and marketing activities to survive, and maintain their profitability, in the current competitive environment of the industry. However, these strategies and their implementation are not precisely defined in the container shipping industry. Therefore, this study explores the relationship marketing strategies that are practiced in the container shipping industry. Data is collected via 22 semi-structured interviews with container shipping partners (i.e. container shipping lines and freight forwarders). Loyalty programs and relationship pricing are the most often mentioned relationship marketing strategies that foster customer loyalty in these interviews.

Słowa kluczowe

EN

relationship marketing strategies; customer loyalty; customer value; internal capability; maritime logistics value; container shipping

• Wydawca: Wydawnictwo Naukowe Akademii Morskiej w Szczecinie
• Czasopismo: Zeszyty Naukowe Akademii Morskiej w Szczecinie
• Rocznik: 2022
• Tom: nr 69 (141)
• Strony: 76--88
• Opis fizyczny: Bibliogr. 50 poz., tab.

Twórcy

autor

Tepe Resul

• Dokuz Eylül University, Maritime Faculty, Department of Maritime Business Administration İzmir, Turkey
• İskenderun Technical University, Barbaros Hayrettin Naval Architecture and Maritime Faculty Hatay, Turkey

• https://orcid.org/0000-0001-6299-3309

autor

Arabelen Gamze

• Dokuz Eylül University, Maritime Faculty, Department of Maritime Business Administration İzmir, Turkey

• https://orcid.org/0000-0001-5280-7875

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Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu „Społeczna odpowiedzialność nauki” - moduł: Popularyzacja nauki i promocja sportu (2022-2023).