Relationship marketing and word-of-mouth communications: Examining the mediating role of customer loyalty
Journal Title: Marketing and Branding Research - Year 2016, Vol 3, Issue 1
Abstract
In competitive markets, maintaining customers and building trust and loyalty are considered important in marketing relationship. Banks have invested some ways to improve customer loyalty for developing their activities. The aim of this study was to investigate the effect of relationship marketing on word-of-mouth communication in the Melli Bank branches of Roodsar in which customer loyalty had the mediation role in their relationship. The study was an applied research adopting a descriptive method. The data were gathered using questionnaire method and the study population consisted of customers of Melli Bank in Roodsar. Following this, 460 questionnaires were distributed among customers of the Melli Bank branches using convenient sampling and finally 420 questionnaires were collected for analysis. LISREL software is employed to analyze the data. Findings revealed that the relationship marketing had significant positive impact on customer loyalty and also customer loyalty led to increasing of word-of-mouth communication.
Relationship marketing and word-of-mouth communications: Examining the mediating role of customer loyalty
In competitive markets, maintaining customers and building trust and loyalty are considered important in marketing relationship. Banks have invested some ways to improve customer loyalty for developing their activities....
Importance of Financial Aspects of a Company Crisis Management in Slovakia
The first part of the article deals with a company decline as a consequence of the insufficient company performance in connection with its financial instability. We focus on a new legal definition of a company decline an...
The study of issuance of stocks in venture companies listed in Tehran Stock Exchange
In order to implement the profitable projects, achieve the maximum efficiency, and increase their shareholders, companies may use different types of financial resources in different ways. The ability of companies to iden...
Creative industries value chain: The value chain logic in supply chain relationships
The purpose of this paper is to provide a deeper look into value chain logic in supply chain relationships in a creative industries value chains. In recent years, value has been recognized as a key factor in better under...
Current challenges in distribution channels of cultural goods and services
Nowadays, one product that has a well qualified design will not have expected utility if it cannot be available at the appropriate time and place to its buyers. Thus, marketing managers and official sales always try to f...