Effects of relationship marketing bonds on Customer satisfaction and share of customer in banking industry

Subject Areas : مدیریت

Gholam Reza Ahmadi ¹ (M.A, Department of Executive Managemet , Marketing Orientation, Non-Governmental and Private Higher Education Institution of Nabi Akram, Tabriz, Iran)
Samad Aali ² (Assistant Professor, Department of Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran)

Received: 2019-06-12 Accepted : 2019-06-12 Published : 2019-05-22

Keywords: Customer Satisfaction, Banking industry, Customer share, Relationship Marketing Bonds,

Abstract :

  The purpose of this study is to investigate the effects of relationship marketing bonds, including financial, social and structural bonds on customer satisfaction and share of customer in the banking industry. Agriculture Bank was chosen as case study population and 389 customers from 12 branches of Agriculture Bank of Tabriz city were chosen as statistical sample of the research and Samples were selected using simple random sampling. this research is causal research in terms of the method and data with questionnaires was analyzed through Partial Least Squares Structural Equation Modeling (SEM-PLS). In SEM at first we examined the measurement, structural and overall fitness then we tested the Hypothesis. The results of the study revealed that there is a significant relationship between relationship marketing bonds ( Social, financial and structural bonds ) and customer satisfaction. Social, financial and structural bonds, respectively had the highest effects on customer satisfaction. Also there was a significant positive relationship between customer satisfaction and customer share