Relationship Marketing Orientation and Perceived Organizational Performance of Employees: A Case of Maritime Business Organization

Abstract

The consumer understanding of the customer-oriented activities of the enterprises primarily depends on the good relations between the employees. Therefore, the relationship between the relationship marketing orientation in the maritime sector, which is gaining more importance in global trade, and the perceived organizational performance (POP) of the employees, has been tried to be determined. Research data (n=274) was collected with a five-point Likert scale electronic survey. After the reliability and validity analysis, the variables were tested in a correlation and multiple regression analysis. As a result, a positive and significant relationship was found between the employees' trust, empathy-based communication and the shared value and their POP. However, only trust and empathy-based communication factors when jointly present were found to be effect on POP.