Author(s): M. Şükrü AKDOĞAN, Ayhan DURAK

Relationship marketing aims to create an organizational image and trust by focusing on customer value and service quality on the one hand and reducing costs on the other. After all, the desired result is to ensure customer loyalty. Relationship marketing is an approach which requires companies to deal with every customer as a separate market division. Due to this feature, relationship marketing is also known as one-to-one marketing. Performance measurement has been an obligation ever since companies started to grow and have a more complicated organizational structure. Companies want to determine whether they reach their targets or not. In addition, they need to know the condition of the firm so as to determine the targets they wish to reach in the future. In this study, we examine the relationship marketing tendencies of logistic companies in Turkey and Germany and the relation between logistic and marketing performances. As a result of the research, it is seen that there are meaningful ties between relationship marketing sizes and logistic and marketing performances.


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