The Impacts of Relationship Marketing on Ports Performance by Considering Relationship Quality as a Mediator Variable Through Structural Equation Modeling: The Case study of Chabahar and Shahid Rajaei Ports

Customer loyalty strengthens ports, ensures long-term trade, increases traffic, and finallyimproves performance in highly competitive conditions. This requires ports to implement customer-oriented plans based on relationship marketing tactics. Accordingly, the purpose of this study is to investigate how relationship marketing tactics affect port performance. This research is practical, qualitative – correlationship, survey study. The participants were 190 employees of marketing and operational sections in Chabahar and Shahid Rajaei ports in 2021. For data analysis, SPSS software and the structural equation method based on smart PLS3 software were used. The results of the study showed that financial, structural, and social tactics affect the quality of the relationship. The impact of relationship quality on financial performance and customer relationship performance has also been confirmed. It can be concluded that to improve the performance of ports and to improve the quality of customer relationships, relationship marketing programs should be implemented.According to the results obtained from the research, in order to increase the quality of the relationship, it is suggested that the necessary incentives and discounts be provided to the customers of the organization regarding the services provided. Regarding structural marketing, it is also suggested that investments in tools, equipment and technologies be provided to specific customers. Also, the marketing staff of the organization, including marketing and sales managers, should be awarded appropriate and motivating material rewards in exchange for increasing new customers.