The Effect of Relative Marketing on Predicting Future Interactions of Customers and the Bank (Case Study of Mellat Bank of Tehran)

Subject Areas : Jounal of Marketing Management

Hossein Bagheri Behrouz ¹ , Firuz Dindar Farkush ² , Hassan Givarian ³

1 - Master of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Media Management, Tehran East Branch, Islamic Azad University, Tehran, Iran
3 - Associate Professor, Department of Public Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2016-09-10 Accepted : 2019-01-22 Published : 2016-11-21

Keywords: information Exchange, Social Exchange, Mellat Bank, Relationship Quality, Relationship Marketing,

Abstract :

Today, new form of marketing have emerged that relationship marketing is one of the most important ones. Many companies in order to achieve their goals and keep the customers have taken this style of marketing. Given the importance of this topic, the aim of this study was to evaluation the effect of relationship marketing on customer/supplier future interaction (Tehran Mellat Bank), The purpose of applied, cross-sectional, descriptive method of data collection, surveys and, The population of consumers Mellat Bank in Tehran that the sample of a sample of 384 Select and collect data standard questionnaire with Likert scale of five options by reviewing the history of research and measurement validity descriptive method of data collection, professors and experts and evaluators Mellat Bank organization reliability through Cronbach's alpha coefficient for the total scale 0.901 volume of 397 questionnaires that test hypotheses and analyze data by Kolmogorov-Smirnov, Hierarchical regression analysis, statistical software SPSS and LISREL software for structural equation modeling was used. The results of descriptive or demographic, the most customers were male, between 21 to 41 years, undergraduate education, Self-employed, most under 1 years of bank services and favorable experience of Mellat Bank, make up. Domestic In inferential, information exchange on the relationship quality and social exchange on the relationship quality and relationship quality there are significant positive impact on anticipation of future interaction.