Investigation the Role of Relationship Marketing, Experiential Marketing and Cause Marketing in Customer Loyalty

Subject Areas : Jounal of Marketing Management

A. Sheidaei habashi ^{1 *} , A. R. Fazlzadeh ² , M. Faryabi ³

1 - کارشناس ارشد مهندسی عمران، کارشناس ارشد مدیریت بازرگانی، دانشگاه تبریز، ایران
2 - دانشگاه تبریز، تبریز، ایران
3 - دانشگاه تبریز، تبریز، ایران

Received: 2014-09-06 Accepted : 2014-09-06 Published : 2014-09-23

Keywords: Relationship Marketing, Experiential marketing, Cause marketing, Customer loyalty, Bank,

Abstract :

Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in spite of severe competition between commercial organizations; this strategy isn’t sufficient. In this research, we have been examined the effect of relationship marketing by combining of Experiential marketing and cause marketing on customer loyalty. The research is in descriptive study form; that it is done with survey measurement method.Statistical sample of research include 321 persons of west Azarbaijan province bank customers. For data analyzing we used artificial neural networks, multiple regression and Pearson correlation test. Multilayer neural networks have been trained by hyperbolic tangent function and they used by forward algorithm recognition model construct. Results showed that; in public and private banks; Experiential marketing, confidence and commitment have positive and meaningful effect on customer loyalty. By results comparison it is distinguished that neural networks are accurately than statistics traditional tests and they are reliable.