The effect of Relationship marketing on purchase intention the moderating effects of word-of-mouth

Subject Areas : Jounal of Marketing Management

عاطفه شکاری ¹ , فرج اله رحیمی ² , سیروس کراهی مقدم ³

1 - دانشجوی کارشناسی ارشد
2 - استادیار وعضو هیات علمی گروه مدیریت دانشگاه شهید چمران اهواز
3 - استادیار و عضو هیات علمی گروه مدیریت دانشگاه آزاد مسجد سلیمان

Received: 2013-10-26 Accepted : 2015-01-04 Published : 2018-10-23

Keywords: Relationship Marketing, financial bond, social bond, Word of Mouth, purchasing, structural bond,

Abstract :

Today, retaining and fostering customers are the important factor at success in the corporate competitive space. customers have several benefits.They consume goods and services more, In case goods and services are tailored to their tastes and Opinion and they recommend entourage to use services of organization as a word of mouth. The purpose of this research is to examine the impact of the influence of relationship marketing on purchase intention whith intermediary word of mouth. customers who used the product on behalf of the cosmetic in Bushehr of city, were surveyed using a questionnaire. Classic random convenience sampling was used in administering the instrument. A total of 284 customers provided the data for the study. So, as for the literature of this research, one model had selected to show the effect of variables that by using the lisrel and spss softwares had tested. First of all the stage of variables favourability and their indicators had tested by using T.Tac Test, and also The positive relation between the indicators had confirmed by the correlation modulus and the way modulus in the T.Test had confirmed too. By using the lisrel software also, they attended to the test of this model by using the operation analysis and equation structure and at the end the deals of propriety indicators showed as that this model has a proper suitability and ultimately the lisrel software gived a corrected and completed model.