IR Activities and Relationship Marketing

The purpose of this study was to examine the relationship between IR(Investor Relations) activities and relationship marketing toward shareholders. This study constructed a research model delineating relationships between IR activities and relationship marketing variables based upon literature review and extensive interviews with IR experts. LISREL analysis upon empirical data was conducted. IR activities were found to be the key determinants of Trust and Commitment of investors. Trust and Commitment were found to be positively related to firms' performance. Thus, IR activities had positive effects on a company's relationship marketing and performance.