文章基本信息
- 标题：The Effect of Relationship Marketing on Costumers’ Loyalty in Iran Sanandaj City Banks
- 本地全文：下载
- 作者：Mohammad Yaser Mazhari ; Abdolrazagh Madahi ; Inda Sukati 等
- 期刊名称：International Journal of Business and Management
- 印刷版ISSN：1833-3850
- 电子版ISSN：1833-8119
- 出版年度：2012
- 卷号：7
- 期号：15
- 页码：81
- DOI：10.5539/ijbm.v7n15p81
- 出版社：Canadian Center of Science and Education
- 摘要：
Maintaining customers and keeping them loyal is considered vital for continuing business. In this study reported
here examines the effect of four underpinnings of relationship marketing – trust, commitment, communication,
and conflict handling – on customer loyalty in Iran. This research is a descriptive study done by survey method.
The population in this study includes 400 costumers of private and state banks in Sanandaj of Iran. The
instrument of data gathering was a questionnaire and the data were analyzed based on regression. Findings show
that dependent variable is related to the independent variables meaningfully and positively.
