The effectiveness of relationship marketing bonds in banking industry with emphasis on customer's relationship orientation
Subject Areas : Journal of Business Analysis
Samad Aali
1
,
Hamed Amjadi Yengejeh
2
1 - Associate Professor, Department of Business Administration, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 - Ph.D. Student of Industrial Management, Department of Industrial Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
Keywords: Relationship marketing bonds, customer share, trust, exchange efficiency, propensity to switch, relationship orientation,
Abstract :
The present study compares the effectiveness of relationship marketing bonds from the perspective of relationship-oriented and non-relationship-oriented customers in Iran's banking industry. A two-step approach of structural equation modeling (SEM) was used to test the research hypotheses. In this approach, the measurement model was first estimated in two stages, including the evaluation of unidimensionality and the assessment of validity and reliability. Then, the structural model was estimated to test the hypotheses and determine the path coefficients. The findings indicated that relationship marketing bonds affect customer trust and exchange efficiency. Additionally, the results showed that while customers' evaluation of exchange efficiency positively influenced customer share and trust, it had a negative impact on the propensity to switch (service provider). The relationship between relationship marketing bonds and customer evaluation is positively moderated by the customer’s relationship orientation.
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