THE CONTRIBUTION OF RELATIONSHIP MARKETING UNDERPINNING TO CUSTOMER LOYALTY: A COMPARISON PRIVATE WITH A GOVERNMENT OWNED BANK

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RANJBARIAN BAHRAM; BARARI M.

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2009 | Volume:1 | Issue:2 Page(s): 83-100

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Title

THE CONTRIBUTION OF RELATIONSHIP MARKETING UNDERPINNING TO CUSTOMER LOYALTY: A COMPARISON PRIVATE WITH A GOVERNMENT OWNED BANK

Author(s)

RANJBARIAN BAHRAM | BARARI M. | Issue Writer Certificate

Keywords

RELATIONSHIP MARKETINGQ2

COMMITMENTQ2

TRUSTQ2

COMMUNICATOR HANDLINGQ2

LOYALTYQ2

Abstract

Competition intensity in market place and perceived importance customer retention for organizations has inclined them to develop maintain enduring relation with customers. According to II scholars, RELATIONSHIP MARKETING is the best strategy for doing so. In this article the contribution of RELATIONSHIP MARKETING underpinnings COMMITMENT, TRUST, communication, and conflict handling to customer LOYALTY and their importance from customer viewpoint and success bank in developing such relation have been studied. This is a de survey study, which its research population was made up customers of different branches of a private and a government bank. The data gathering instrument was a self administered questionnaire. Data were analyzed by a multiple regression mo results indicate that in the government bank, the four underpinning RELATIONSHIP MARKETING have significant relation with customer 10 in the private bank there was no significant relation between customer LOYALTY and banks communication.

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APA: Copy

RANJBARIAN, BAHRAM, & BARARI, M.. (2009). THE CONTRIBUTION OF RELATIONSHIP MARKETING UNDERPINNING TO CUSTOMER LOYALTY: A COMPARISON PRIVATE WITH A GOVERNMENT OWNED BANK. JOURNAL OF BUSINESS MANAGEMENT, 1(2), 83-100. SID. https://sid.ir/paper/140194/en

Vancouver: Copy

RANJBARIAN BAHRAM, BARARI M.. THE CONTRIBUTION OF RELATIONSHIP MARKETING UNDERPINNING TO CUSTOMER LOYALTY: A COMPARISON PRIVATE WITH A GOVERNMENT OWNED BANK. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2009;1(2):83-100. Available from: https://sid.ir/paper/140194/en

IEEE: Copy

BAHRAM RANJBARIAN, and M. BARARI, “THE CONTRIBUTION OF RELATIONSHIP MARKETING UNDERPINNING TO CUSTOMER LOYALTY: A COMPARISON PRIVATE WITH A GOVERNMENT OWNED BANK,” JOURNAL OF BUSINESS MANAGEMENT, vol. 1, no. 2, pp. 83–100, 2009, [Online]. Available: https://sid.ir/paper/140194/en

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