A study of the relationship between relationship marketing tactics and conflict management with customer loyalty in the Private Banks in Kermanshah province
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2013, Vol 5, Issue 2
Abstract
Intense competition in the markets and understand the importance of customer retention for banks, especially private banks, led inclined them to take steps to establish and maintain long-term relationships with customers. According to the researchers, relationship marketing tactics and managing conflict is one of the best options for achieving this purpose. Thus, the aim of this study is to investigate the effect of customer relationship marketing tactics and conflict management in private banks in province of Kermanshah. Eleven hypotheses were proposed for this purpose, the research method is descriptive – co relational and typically is based on structural equation model (AMOS) and the goal is practical. The society is clients of private banks and cluster sampling was used, the number of samples is 246. Observations related to questionnaire and variables of each question in hypothesis were presented with a scale of 1 to 20. The results showed that the impact of relationship marketing tactics by intermediary variables of satisfaction and trust ultimately has a positive and significant effect on customer loyalty and conflict management has a significant and positive effect on loyalty directly too.
Authors and Affiliations
Saadi GHasemi| Department Of Commercial Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran. saadighasemi@gmail.com, Reza Hashemi| Department Of Commercial Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran., Babakjamshidi Navid| Department Of Commercial Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.
Keywords
Related Articles
- EP ID EP5875
- DOI -
- Views 246
- Downloads 8
Using of the First Language in English classroom as a way of scaffolding for both the students and teachers to learn and teach English
This paper starts with the assumption that using the mother tongue when applied adequately and effectively, can be used as a means of language learning and language teaching. Despite the controversy of the adequacy or in...
Effect of seed aging on safflower (Carthamus tinctorius L.) seed vigor and germination parameters
To investigate the effects of safflower seed vigor on germination indexes an experiment was conducted in completely randomized design with 4 replications. Experimental treatments consist of making 3 levels of vigor with...
Explaining practitioners' views on the relationship between religion/spirituality and health
Regardless of wide medical sources on spirituality and medicine, little research conducted on practitioners’ beliefs about the effect of religion on health. Materials and methods: 21 practitioners on the commonalities am...
Studying the salinity and alkalinity of the soil under different plant coverage
In order to achieve a sustainable management of lands to identify and getting familiar with the physical, chemical and biological performances of the soil in different agricultural, pasture and forest ecosystems, we have...
The relationship between Economic growth and accepted bank stock returns in Tehran stock exchange
One of the problems in developing countries like Iran is liquidity shortage for fixed investment as a barrier of the economic growth. Economists believe that solution of this problem is direction of the resources availab...