تاثیر بازاریابی رابطه‌مند بر پیروزی احزاب در عرصه رقابت‌های انتخاباتی در ایران

این پژوهش با رویکرد بین‌رشته‌ای در حوزه‌های بازاریابی، سیاست و ارتباطات انجام پذیرفته است. در بازاریابی سیاسی حفظ مشتری از ضروریات بوده و حزبی پیروز خواهد بود که کمترین ریزش مشتری و بیشترین سهم بازار را کسب کند. بکارگیری بازاریابی رابطه‌ای می‌تواند منجر به کاهش ریزش مشتری، کاهش هزینه‌های تبلیغاتی و افزایش اثربخشی شود. در این تحقیق، بازاریابی رابطه‌ای به شاخص‌هایی تقسیم و با استفاده از پرسشنامه تاثیر شاخص‌ها بر موفقیت احزاب (کاندیداها) مورد بررسی قرار گرفته است. این پژوهش از نظر هدف، کاربردی و از نظر روش جزء تحقیقات توصیفی- پیمایشی می‌باشد که به صورت میدانی انجام شده است. در روش تجزیه و تحلیل اطلاعات از ضریب پیرسون و ضریب همبستگی استفاده شده است. یافته‌های تحقیق مشخص می‌سازد که بنیان‌های بازاریابی رابطه‌مند با رضایتمندی رای دهندگان همبستگی مستقیم و رابطه معناداری دارد و نتایج رگرسیون نشان می‌دهد این بنیان‌ها توانایی پیش‌بینی رضایت‌مندی را دارند. همچنین بین رضایتمندی و وفاداری، بین وفاداری و رای‌دهی مجدد و توصیه به دیگران و در نهایت بین موفقیت و رای‌دهی مجدد و توصیه به دیگران رابطه معنادار وجود دارد.

the effect of relationship marketing on the victory of political parties in electoral competitions in iran

introduction in the field of marketing, the most desirable scenario involves the company maintaining an optimal level of market share with an increasing trend over time, as well as preventing any decline or reduction in the market share. concerning political marketing and elections, there is even more necessary to have such a favorable scenario. based on the significance of customer retention, this approach maintains that a party can win if it secures the largest market share while minimizing customer attrition. it seems to be an essential approach given the nature of political marketing characterized by the intense competition among political parties, the unavoidable impact of social media, the uncertainty about fulfilling campaign promises, and the risky nature of political transactions (cash vs. credit imbalance) —all of which can contribute to the vulnerability of political marketing, hence a declining trend in the voter turnout. relationship marketing, as a modern marketing technique, can help political activists to mitigate these challenges, offering effective solutions to minimize campaign costs and increase the likelihood of success in elections. political relationship marketing has been the subject of inquiry in several studies (e.g., afjeh’i khademi-garashi, 2016; talari mousavi-shafaei, 2015). rizan et al. (2014) delved into the impact of relationship marketing on customer loyalty.a declining trend in the number of electoral votes is one of the challenges faced by political parties in iran. the issue appears to be rooted in their marketing strategies. in fact, political marketing strategies can potentially present a persuasively alluring image of the candidate’s integrity and virtue while covering up their flaws. consequently, the politician who has been getting promoted is often perceived as an ideal figure. in most cases, voters may not understand the techniques used in campaigns, succumbing to the persuasive tactics employed by the candidate and thus increasing the likelihood of making a mistake in their choice and experiencing early regret. in fact, insufficient knowledge about the candidate or party contributes to such mistakes on the part of voters. moreover, the inability to retain voters, driven by factors such as a loss of trust and unfulfilled promises, can result in costly and sometimes irreparable damages to political parties. considering the drawbacks of short-term marketing in the political arena for those involved and the political parties’ desire for sustained power, relationship marketing seems to be a suitable approach to address the shortcomings without compromising market share, fulfill political parties’ electoral aspirations (e.g., frequent wins), and to ensure that voters get to know candidates and political parties adequately and accurately. in this line, the present research investigates the influential factors in political relationship marketing, addressing the following questions: can relationship marketing help overcome the challenges in political elections? and what factors are influential in establishing and maintaining the relationship?materials and methodsthere are numerous factors behind party wins in the electoral market. however, according to the theoretical framework of this research, establishing and maintaining a robust relationship between parties and voters, leading to voter loyalty, plays a pivotal role in the electoral success of political parties. relying on a multi-stage conceptual model, the present study aimed to investigate the connection between relationship marketing and the success of parties in the political market and electoral contests. the study is located within the intersection of political science and marketing management.