Designing a Model for B2B Relationship Marketing in the Parsian Tourism Business Network

Relationship management on purpose with business customers is considered as one of the success factors of organizations, thus identifying the relationship and also customer typology based on their expectation of relationship has guided to choosing a B2B relationship marketing strategy. In this research the theory of B2B relationship marketing has been identified using grounded theory and doing interviews with the activists of tourism business relation in the Parsian Hotels networks. Through theoretical sampling and also conducting 17 interviews, the criteria of relationship typology including relationship attractiveness, depth and durability of the relationship which has been affected by several factors such as expected value, perceived trust and perceived dependency, as well as the mediator variables including seller-customer investments, institutionalization and adaptation, that create different views among the business customers were identified. On the basis of their views on the exploration of opportunities, resource endowment, neglect, betrayal and recovery the relationship is splitted. Companies will choose their marketing strategies based on the views and expectations of business customers. Interfaces, support, partnership, positive and negative competition and satisfaction, is based on the customer's perspective and type of relationship.