The Role of Relationship Marketing in Improving the Organizational Image “An Empirical Study on food beverage industrial company”

Proceedings of The 4th International Conference on Applied Research in Management, Business and Economics

Year: 2021

DOI:

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The Role of Relationship Marketing in Improving the Organizational Image “An Empirical Study on food beverage industrial company”

Yomna Osama, Mohmed Wahba,and Reem Elmasry

ABSTRACT: 

This research aimed at  highlighting  the role played relationship marketing  strategies in improving the organizational image of companies, since the  relationship marketing is a communication activity that ensures the company to communicate with different clients, so as to achieve a positive understanding between them, so highlights the role that can be activated by the operators Marketing of relations in the delivery of a good organization  image from the methods of communication practiced in the marketing of relations, by apply a questionnaire distributed on the employees working in EDITA food beverage in Egypt ,through data collection and analysis through using SPSS28 & AMOS26 ,the results indicated the existence of direct and positive relationship between marketing by relations and organizational image.

keywords: organizational image, Relationship Marketing.