Modeling the effectiveness of investment strategies in customer relations in the banking industry with emphasis on customer relationship orientation

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AALI SAMAD; Ibrahimi Abdulhamid; MIRABI VAHID REZA; ZARE SHAHRAM

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Journal Paper

Paper Information

Journal: JOURNAL OF STRATEGIC MANAGEMENT STUDIES Year:2020 | Volume:11 | Issue:41 Page(s): 199-216

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Information Journal Paper

Title

Modeling the effectiveness of investment strategies in customer relations in the banking industry with emphasis on customer relationship orientation

Author(s)

AALI SAMAD | Ibrahimi Abdulhamid | MIRABI VAHID REZA | ZARE SHAHRAM | Issue Writer Certificate

Keywords

Investment strategies in customerQ1

relationships CustomerQ1

responses relationship orientationQ1

Relationship QualityQ1

Abstract

The current trends in the business world, from the transition to a service-based economy and the development of ICT technologies, have significantly increased the importance of relationship-based loyalty for companies. In line with these developments, establishing a long-term relationship with the customer has become a vital strategy in the banking industry. The purpose of this article is to provide a model for evaluating the effectiveness of investment strategies in the Iranian banking industry with an emphasis on customer relationalism. Investment has an impact on customer relationships. In this regard, the statistical population is the customers of Keshavarzi Bank in Tabriz, which in the sample size of 417 customers, a questionnaire was completed. Simple random sampling method was used to select the samples and the research hypotheses were tested using structural equation modeling and AMOS software. According to the research findings, financial, social and structural strategies of investing in customer relationships have a positive effect on Relationship Quality, Relationship Quality has a positive effect on customer loyalty, word of mouth and customer share, and the effect of financial and social strategies on Relationship Quality in Relationship and non-relationship customers are different, but the effect of structural strategy on Relationship Quality is the same in relationship and non-relationship customers.

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APA: Copy

AALI, SAMAD, Ibrahimi, Abdulhamid, MIRABI, VAHID REZA, & ZARE, SHAHRAM. (2020). Modeling the effectiveness of investment strategies in customer relations in the banking industry with emphasis on customer relationship orientation. JOURNAL OF STRATEGIC MANAGEMENT STUDIES, 11(41 ), 199-216. SID. https://sid.ir/paper/409767/en

Vancouver: Copy

AALI SAMAD, Ibrahimi Abdulhamid, MIRABI VAHID REZA, ZARE SHAHRAM. Modeling the effectiveness of investment strategies in customer relations in the banking industry with emphasis on customer relationship orientation. JOURNAL OF STRATEGIC MANAGEMENT STUDIES[Internet]. 2020;11(41 ):199-216. Available from: https://sid.ir/paper/409767/en

IEEE: Copy

SAMAD AALI, Abdulhamid Ibrahimi, VAHID REZA MIRABI, and SHAHRAM ZARE, “Modeling the effectiveness of investment strategies in customer relations in the banking industry with emphasis on customer relationship orientation,” JOURNAL OF STRATEGIC MANAGEMENT STUDIES, vol. 11, no. 41 , pp. 199–216, 2020, [Online]. Available: https://sid.ir/paper/409767/en

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