International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online)

Marketing Relationship as A Source for Achieving Competitive Advantage
Dr. Jamil Samawi

Abstract
Purpose:This study aims at identifyingMarketing Relationship as a source to achieve Competitive Advantage in the Jordanian cellular telecommunications companies. The study also draws its importance out of the telecommunications sector, which is considered to be one of the largest sectors contributing to the Jordanian economy, as well as the volume of services it provides to a large segment of the Jordanian society. Methodology: The researcher used the descriptive correlative method. The study tool consisted of a Measurement Scale that was developed based on previous studies and related theoretical literature, while the Measurement Scale in its final form consisted of (30) paragraphs: Marketing Relationship (15) paragraphs, Competitive Advantage (15) paragraphs, the study sample consisted of (352) employees (both males and females). Findings: It was found that the level of application of Marketing Relationship was average, and the degree of achievement of Competitive Advantage was significant, in addition to the presence of positive correlation between Marketing Relationship and Competitive Advantage in the Jordanian cellular telecommunications companies. Practical implications:This study discusses the role of Relationship Marketing in achieving the Competitive Advantage of the cellular operators in Jordan. The current study seeks to clarify the concept of Relationship Marketing, the concept of Competitive Advantage and the level of knowledge of the application of Relationship Marketing in the Jordanian cellular telecommunications companies, and the degree to achieve the Competitive Advantage of the cellular communications companies. Originality/value:The need to apply the concept of Marketing Relationship in cellular communication companies as service producing companies, and to understand the nature of the Marketing Relationship activities and its relations in achieving competitive advantage, and helping the owners of these companies in building plans and strategies that help achieve survival and growth, increase profits, market share and good reputation.This study helps companies seeking to embrace the idea of Marketing Relationship in introducing ways and methods in a bid to achieve survival and growth, as this will improve its image and increase its Competitive Advantage against their counterparts from the other companies.The importance of this research is based on devising objective scientific standards adapted to the Jordanian environment with a high degree of honesty and consistency and distinction.

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