Investigating the Effect of Types of Relationship Marketing in Customer Loyalty by using Structural Equation Modeling (SEM) (Case Study Mellat Bank Branches of Tehran

Maryam Barati, Davood Jafari, Shahab Sepehri Moghaddam

Abstract


The objective is the establishment of a model for identifying the causal relationship between the types of relationship marketing, service quality, and relationship quality on customer loyalty bank nation.

Results: The results showed that the quality of services provided by the bank is better; improve the quality of relationships between customers and banks. In this study it was found that the types of relationship marketing (links financial, social and structural), the Bank elected to positively and significantly related to quality (commitment, satisfaction and trust) against the bank's clients are correlated. The results also showed that the type of relationship marketing (links financial, social, and structural) has been chosen by managers and bank employees, and a significant positive correlation with the quality of services provided by the bank's staff. This study showed that the quality of relations perceived by customers to be positively correlated with their loyalty towards the bank nation. The type of relationship marketing (links financial, social, and structural) has been chosen by managers and bank employees, to positively and significantly correlate with customer loyalty.


Keywords


relationship marketing, service quality, relationship quality, customer loyalty.

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