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The effect of relationship marketing on costumers’ loyalty in Iran Sanandaj City Banks

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
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 (Formerly known)
ID Code:33583
Deposited By: Fazli Masari
Deposited On:07 May 2014 15:40
Last Modified:14 Oct 2018 16:19

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