Supplier Strategies for Increasing The Purchase of Customer During Customer-Supplier Relationship

Nowadays providing the best performance in the field of marketing has become the most important concern for managers of manufacturing companies and they try to use different techniques to achieve the best performance. The aim of this study was to investigate the factors on the increase in customer purchase from suppliers during different time periods customer supplier relationship. In the study, the statistical society was Shiraz National Bank branches customers, which were conducted questions from 170 customers. Desired analysis in the study using SPSS and AMOS software was done. The results indicate that the factors which effect on increase in customer purchase during customer supplier relationship are not identical; In the short run, none of the independent variables is effective in increasing customer purchases from a supplier significantly; Over the period delay goods delivery by the Supplier, development and improvement of customer products arising from the transmission of knowledge from the supplier and changes and the uncertainty of access to the required resources to sustain and promote of production are not effective in customer purchases increase from suppliers; And ultimately, technical problems in provided goods by suppliers and communicative norms of Supplier on increase in customer purchases from suppliers in the long run had been effective.