the impact of relationship marketing on customer s loyalty in mellat bank of rasht city

mehrdad goudarzvand chegini¹ seyedeh fatemeh alavi foumani² ali joudi³ klara maghdour mashhour⁴

1) Faculty Member of Islamic Azad University of Rasht
2) phd student of marketing management of Islamic Azad University of Rasht
3) phd student of marketing management of Islamic Azad University of Rasht
4) master degree of marketing management of Islamic Azad University of Rasht

IOI Code : XYCG-AEBDF
Publication : international conference of Management Elites(icme.ir)
Abstract :
    most banks differentiate their services to competitors is difficult. Relationship marketing is a long-term approach, whose main purpose is to provide long-term value to the customer and long-term measures, satisfaction, loyalty and repeat purchase customer.This study examined the relationship marketing and its dimensions on customer loyalty in mellat bank s customers of rasht city Methodology The study is descriptive-correlation and statistical population of mellat bank s customers of rasht city, which is available to non-probability sampling took place, and the size of the population of 384 clients, Tool measurement in this study was a standard questionnaire was used to assess the validity of specialists and experts and Also in this study, Cronbach s alpha reliability coefficient estimate and to test hypotheses of statistical analysis and structural equation modeling, LISREL software is used. The results show that: Relationship marketing, customer trust, commitment, communication, satisfaction and bonding have impact on loyalty in mellat bank s customers of rasht city.

Keywords : relationship marketing customer trust commitment communication satisfaction bonding loyalty