Influence of relationship marketing investment on customer's gratitude and loyalty in retailers (Case Study: Hakopian Chain Store Customers)

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Najafizadeh Naderehsadat; Tabzar Afsaneh

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2019 | Volume:13 | Issue:41 Page(s): 21-32

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Information Journal Paper

Title

Influence of relationship marketing investment on customer's gratitude and loyalty in retailers (Case Study: Hakopian Chain Store Customers)

Author(s)

Najafizadeh Naderehsadat | Tabzar Afsaneh | Issue Writer Certificate

Keywords

Investing in relationship marketingQ1

customer appreciationQ1

behavioral loyaltyQ2

perceived benevolence by the clientQ1

Abstract

Relationship marketing has defended as a development and maintenance of the long-term relationship with the customers, and has strong impact on the theory and marketing during the two past decades. Marketing is a bilateral relation and must share important interests. Customer gratitude and gratitude plays a key role in the creation and development of successful exchanges, the relationship between the seller and the buyer. Also, customer perceived benevolence in relation to companies is the tangible and intangible benefits they receive in relation to retailers. In this research the researcher tries to exam in the Influence of relationship marketing investments on customer's gratitude and loyalty in retailer. The statistical population of this research is the customers of the Hakupian stores. The existing research is of a practical and causal nature because it measures the impact. And the number of statistical samples analyzed using a questionnaire of 358 of the customers of the Hakupian stores. The validity and reliability of the questionnaire has been confirmed. Hypothesis of this research have been tested by LIZREL software. This study of the story It argues that Investing in relationship marketing tactics such as direct mail, tangible rewards, interpersonal relationships, preferential treatment, with the role of the mediator of customer perceived benevolence, has a positive impact on customer gratitude and, consequently, on behavioral loyalty.

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APA: Copy

Najafizadeh, Naderehsadat, & Tabzar, Afsaneh. (2019). Influence of relationship marketing investment on customer's gratitude and loyalty in retailers (Case Study: Hakopian Chain Store Customers). JOURNAL OF MARKETING MANAGEMENT, 13(41 ), 21-32. SID. https://sid.ir/paper/218833/en

Vancouver: Copy

Najafizadeh Naderehsadat, Tabzar Afsaneh. Influence of relationship marketing investment on customer's gratitude and loyalty in retailers (Case Study: Hakopian Chain Store Customers). JOURNAL OF MARKETING MANAGEMENT[Internet]. 2019;13(41 ):21-32. Available from: https://sid.ir/paper/218833/en

IEEE: Copy

Naderehsadat Najafizadeh, and Afsaneh Tabzar, “Influence of relationship marketing investment on customer's gratitude and loyalty in retailers (Case Study: Hakopian Chain Store Customers),” JOURNAL OF MARKETING MANAGEMENT, vol. 13, no. 41 , pp. 21–32, 2019, [Online]. Available: https://sid.ir/paper/218833/en

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