The Effect Marketing Activities on Corporate Brand Relationship Quality in Banking Sector (Case of Study: Private Bank of Yazd(

Subject Areas : Jounal of Marketing Management

Seyed Mehdi Mirahmadhi Baba Heydari ¹ , Seyed Mohammad Tabatabaii Nasab ²

1 - MA of Business Management, Financial Management Trend, Faculty of Management, Yazd University, Yazd, Iran
2 - Assistant Professor, Department of Business Administration, Faculty of Management, Yazd University, Yazd, Iran

Received: 2017-08-02 Accepted : 2018-12-30 Published : 2016-08-22

Keywords: Relationship Quality, Banking, Marketing Actions,

Abstract :

The population of this study is the clients of private banks in all three areas of Yazd. 512 questionnaires were collected from the population, and finally, using structural equation modeling (SEM), and SPSS and PLS software, the hypotheses were examined. This study tries to investigate the theoretical foundations of the motivators of relationship brand quality, in order to present dimensions and components, zoning and conceptual research model, and in the next stage, the impact of dimensions of marketing activities such as customer-orientation on brand relationship quality, relationship-orientation on brand relationship quality, providing information on the brand relationship quality, relationship quality on the quality of brand relationship, the characteristics of service providers on the quality of brand relationship, flexibility on brand relationship quality, reputation on the quality of brand relationship,  empathy on the quality of brand relationship  were studied by using the customers' comments of private Bank of Yazd city. Based on the results, variables such as the providing information, relationship quality, flexibility, empathy and reputation on the quality of brand relationship have positive and significant relationship, and variables such as customer orientation, relationship orientation, and quality of service on the quality of brand relationship has not 98significant relationship.