The Effect of Relationship Marketing on Purchase Intention the Moderating Effects of Word-of-Mouth
Subject Areas : Jounal of Marketing ManagementA. Shekari 1 , F. Rahimi 2 , S. Korahi moghadam 3
1 - دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، بازاریابی- واحد علوم و تحقیقات خوزستان- دانشگاه آزاد اسلامی، خوزستان، ایران
2 - عضو هیات علمی گروه مدیریت، دانشگاه شهید چمران اهواز
3 - عضو هیات علمی گروه مدیریت، واحد مسجد سلیمان، دانشگاه آزاد اسلامی، مسجد سلیمان، ایران
Keywords: Relationship Marketing, financial bond, social bond, structural bond, purchasing, Word of Mouth,
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 with 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 software had tested. First of all the stage of variables favorability 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 gave a corrected and completed model.
