Sukati, Inda and Mazhari, Mohammad Yaser and Madahi, Abdolrazagh (2012) The effect of relationship marketing on costumers’ loyalty in Iran Sanandaj City Banks. International Journal of Business and Management, 7 (15). pp. 81-87. ISSN 1833-8119
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Official URL: http://www.ccsenet.org/journal/index.php/ijbm/arti...
Abstract
Maintaining customers and keeping them loyal is considered vital for continuing business. In this study reported here examines the effect of four underpinnings of relationship marketing – trust, commitment, communication, and conflict handling – on customer loyalty in Iran. This research is a descriptive study done by survey method. The population in this study includes 400 costumers of private and state banks in Sanandaj of Iran. The instrument of data gathering was a questionnaire and the data were analyzed based on regression. Findings show that dependent variable is related to the independent variables meaningfully and positively.
Item Type: | Article |
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Uncontrolled Keywords: | relationship marketing, customer’s loyalty, state and private bank, Iran |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | Management and Human Resource Development |
ID Code: | 33583 |
Deposited By: | Fazli Masari |
Deposited On: | 07 May 2014 07:40 |
Last Modified: | 14 Oct 2018 08:19 |
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