A Survey of the Factors of Relationship Continuance with Suppliers of Industrial Equipment of Gas Refinery Company in Ilam

Abstract

The current study was carried out with the aim of evaluating the effects of relationship marketing on communication with Ilam gas Refining Company Industrial equipment suppliers. The present study is a descriptive and correlational one. The study population included 150 experts and managers involved in the purchase and supply of components used in Ilam gas Refining Company. Using simple random sampling method, a sample of 108 was selected according to Cochran formula. In this study data collection was done through questionnaire and data analysis was done through SPSS and AMOS software and path analysis model. The results showed that there was a positive significant relationship between the four aspects of relationship marketing (empathy, trust, Bonding, and Reciprocity) and ongoing communication with suppliers, but there is no significant relationship between aspects of communication and shared values with Industrial equipment suppliers.