Impact relationship marketing on customer loyalty (Case Study: saderat Bank of Mazandaran)

Subject Areas : Jounal of Marketing Management

asef karimi ¹ , rezvan velayati shokouhi ² , esmail shabani nejad ³

1 - Assistant Professor, Department of Management and Accounting, Farabi Campus, Tehran University, Tehran, Iran
2 - Ph.D. Student of International Marketing, Tarbiat Modarres University, Tehran, Iran
3 - Master of Business Administration, Tehran University, Tehran, Iran

Received: 2017-01-07 Accepted : 2018-12-06 Published : 2016-05-21

Keywords: Customers, BSI, loyalty, Relationship Marketing,

Abstract :

Maintain customer loyalty and attract it, is considered essential for continued business. Meanwhile, the banking industry is not an exception. The bank should also seek to improve their customer loyalty management strategies are different. To most people, researchers and executives, the most important result of the application of marketing relationship banks, like other service sectors making loyal customers and the consequence is that banks have been marketing specialists.Given the importance of this approach in today's organizations, This article bases of the evaluation of the relationship of trust, commitment, communication, conflict management and customer loyalty Competence with banking services is examined. The present article is a descriptive study of the correlation of multiple regression was performed and a population of 384 bank customers in the province's export. The data in the study and questionnaire data were analyzed with regression. The results indicate a significant positive effect on customer loyalty; relationship marketing is a province in the bank. The effect of structural aspects of relationship marketing on customer loyalty were also investigated the effects of all significant aspects.