The Survey of Effect of Relationship Quality and Rapport on Word of Mouth

Subject Areas : Jounal of Marketing Management

P. Ghaffari Ashtiyani ¹ , M. Zanjirdar ² , M. Panahi Vanani ³

1 - استادیار و عضو هیئت علمی دانشگاه آزاد اسلامی اراک، اراک، ایران
2 - استاد یار و عضو هیئت علمی دانشگاه آزاد اسلامی اراک، اراک، ایران
3 - دانشگاه آزاد اسلامی واحد اراک، باشگاه پژوهشگران جوان، اراک، ایران

Received: 2013-08-20 Accepted : 2013-08-20 Published : 2013-03-21

Keywords: Rapport, Word of Mouth, Satisfaction, Trust, Shared values, commitment, Relationship Marketing,

Abstract :

Purpose: Because of undeniable importance of word of mouth in marketing especially in the part of  services, studying the underlying  factors is necessary. Because of intangible services and regarding the point that satisfied customers are the missionaries of the company, companies are encouraged to establish a positive relationship with their customer. Methodology:  This research is applicable in term of target. In terms of method and nature is casual research and of domain relevant branch. Necessary information are collected using questionnaire mean time for analysis of data, structural equation modeling and LISREL software are used. To achieve this purpose, number of sample was estimated to be 384 but to ensure more 425 questionnaires was distributed among costumers of private banks in Arak and at last 386 questionnaires were returned and analyzed. Findings: Result of the research show that a significant relationship exists between dimension of relationship quality, namely trust, satisfaction and commitment and word of mouth. Also existence of significant relationship between shared values on trust and commitment was accepted, but existence of significant relationship between rapport on the word of mouth and trust was not accepted. Research Limitations: This research will only survey the impact of relationship quality and rapport, and ignores other variables that impact word of mouth, but are not in the center of attention of this research. Managerial Implications: Finally it is suggested that bank managers by adopting programs to know the strengths and weaknesses of the competitors, by creating positive relationships and good quality, providing the best services to their customers so that customers will understand the quality in the way of offering services and become missionaries of the company. Originality/value: The model used in this research is a combination of a number of different models and reviews simultaneously the impact of relationship quality and rapport on word of mouth that is original in its type.