THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER RELATIONSHIP PERFORMANCE IN USING NEW ELECTRONIC BANKING SERVICES

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HARANDI ATAOLLAH; FATEMI ZAHRA; ABDI ZAHRA

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Journal: New Marketing Research Journal Year:2017 | Volume:7 | Issue:3 (26) Page(s): 55-75

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Title

THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER RELATIONSHIP PERFORMANCE IN USING NEW ELECTRONIC BANKING SERVICES

Author(s)

HARANDI ATAOLLAH | FATEMI ZAHRA | ABDI ZAHRA | Issue Writer Certificate

Keywords

RELATIONSHIP MARKETING STRATEGIESQ1

RELATIONSHIP SATISFACTIONQ2

RELATIONSHIP COMMITMENTQ2

CUSTOMER RELATIONSHIP PERFORMANCEQ1

Abstract

Increasing competition in marketplace and understanding the importance of customer maintenance for organizations, drives them to gradually making and maintaining long-term customer relationship. According to several researchers, relationship marketing is considered as one of the most useful approaches that companies and service sectors can use in order to maintain the relationship. This research has investigated the influence of marketing strategies– financial, social and structural bonds- on CUSTOMER RELATIONSHIP PERFORMANCE-relationship length, depth and breath- through RELATIONSHIP SATISFACTION and RELATIONSHIP COMMITMENT as the mediators toward using new electronic banking services. This research is an applied research in terms of prurpose and descriptive-survey in terms of date collection. Furthermore, data analysis has been done using structural equation modeling. The selected sample consists of 266 customers of a state bank in Mashhad city using available to non-random sampling methods. The research results showed the significant and positive effect of structural bonds on RELATIONSHIP SATISFACTION and also RELATIONSHIP SATISFACTION on RELATIONSHIP COMMITMENT. Moreover, the results indicated a strong significant and positive effect of RELATIONSHIP COMMITMENT on relationship length, depth and breadth which represents the influential impact of RELATIONSHIP COMMITMENT on CUSTOMER RELATIONSHIP PERFORMANCE. In sum, in this reserach social and structural bonds have a significant impact on relationship length and depth.

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APA: Copy

HARANDI, ATAOLLAH, FATEMI, ZAHRA, & ABDI, ZAHRA. (2017). THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER RELATIONSHIP PERFORMANCE IN USING NEW ELECTRONIC BANKING SERVICES. NEW MARKETING RESEARCH JOURNAL, 7(3 (26) ), 55-75. SID. https://sid.ir/paper/194581/en

Vancouver: Copy

HARANDI ATAOLLAH, FATEMI ZAHRA, ABDI ZAHRA. THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER RELATIONSHIP PERFORMANCE IN USING NEW ELECTRONIC BANKING SERVICES. NEW MARKETING RESEARCH JOURNAL[Internet]. 2017;7(3 (26) ):55-75. Available from: https://sid.ir/paper/194581/en

IEEE: Copy

ATAOLLAH HARANDI, ZAHRA FATEMI, and ZAHRA ABDI, “THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER RELATIONSHIP PERFORMANCE IN USING NEW ELECTRONIC BANKING SERVICES,” NEW MARKETING RESEARCH JOURNAL, vol. 7, no. 3 (26) , pp. 55–75, 2017, [Online]. Available: https://sid.ir/paper/194581/en

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