The Role of Relationship Marketing Activities Carried out by Cargo Companies During The Covid-19 Pandemic on the Service Quality Perception of Corporate Customers

Özet

Purpose – In the context of the Covid-19 pandemic, this study aims to investigate how relationship marketing initiatives implemented by cargo companies influence the service quality perceptions of their corporate clientele. Design/methodology/approach – This research focused on corporate customers located in Konya who utilized cargo services amidst the Covid-19 pandemic. Data belonging to 156 companies operating in Konya were collected by online or face-to-face survey method and analyzes were carried out on the answers given by the participants. In this study, various statistical techniques were utilized to analyze the data comprehensively. These techniques included factor analysis to uncover underlying latent variables, reliability analysis to assess the consistency of measurements, correlation analysis to explore relationships between variables, and regression analysis to understand the predictive power of certain factors on the outcome variable. Findings – The study revealed that social bonds, a component of relationship marketing, have a moderate and statistically significant positive impact (r=0.506, p<0.05) on customers' perception of service quality. Structural bonds were found to have a weaker yet still significant positive influence (r=0.338, p<0.05) on service quality perception. However, economic bonds showed no significant relationship (p=0.072, p>0.05) with service quality perception. In addition, it was determined that while social bonds were a significant predictor of service quality perception (f=18.952; p<.001), economic and structural bonds did not significantly predict service quality perception. Discussion – Amidst the challenging landscape of the Covid-19 pandemic, cargo companies emerged as unsung heroes, tirelessly ensuring the flow of essential goods even as communities stayed indoors. Despite the intensifying competitive environment, these companies prioritize fostering strong relationships with customers, striving to cultivate loyalty amidst uncertainty. Providing quality products and services is another important factor that enables businesses to compete in a tough competitive environment.