The Relation of Competitive Intelligence and Strategic Marketing Relationship with Karafarin Bank Customers’ Loyalty

Subject Areas : مدیریت

Bahman Ghiaszadeh ¹ , Saeed Safarian Hamedani ² , Fatemeh Taheri Fatemeh Taheri ³

1 - M.Sc. Student, Department of Management, Sary Branch, Islamic Azad University, Sari, Iran.
2 - Assistant Professor , Departement of Management , Sary Branch, Islamic Azad University, Sari, Iran.
3 - Assistant Professor , Departement of Management , Babol Branch, Islamic Azad University, Babol , Iran.

Received: 2017-10-23 Accepted : 2017-10-23 Published : 2017-02-19

Keywords: Competitive intelligence, Strategic Relationship Marketing, Karafarin Bank, Customers&rsquo, Loyalty,

Abstract :

This study examines the relationship between competitive intelligence and strategic relationship marketing with Karafarin Bank customers’ loyalty. The study method in the terms of functional goals and descriptive nature is based on correlational study methods. The statical population of recent study is consisted of all customers who use the services of Karafarin Bank in Tehran. The sample size was 384 using the formula of unlimited population Based on random cluster sampling method. The data were collected by questionnaires based on desk and field research methods. The questionnaires’ Content validity were approved by the thesis and consulting advisors and to determine the reliability, Cronbach’s alpha was resulted 0.94 for competitive intelligence ,0.95 for strategic relationship marketing and 0.94 for loyalty. Research data were analyzed with the help of Lisrel software and were evaluated with descriptive, inferential and statistical tests. The study’s results show that the competitive intelligence components including knowledge of market situation, competition and social awareness have a direct and considerable relation with customers’ loyalty while there is not such a relation for technical and tactical components. In addition, the results show a direct relation between being unique, changing brand’s cost, satisfaction, trust, visual communication and feeling pleasure which are all strategic relationship marketing components with customers’ loyalty while emotional satisfaction and privileges are not like that.