IMPACT OF RELATIONSHIP QUALITY WITH CUSTOMER (RELATIONSHIP MARKETING) ON CUSTOMER LOYALTY IN CUSTOMER- ORIENTED STRATEGY (CASE STUDY AGRICULTURE BANK CUSTOMERS-TEHRAN-IRAN)
Nasrin Tahmasbizadeh
MA Student - Department Of Commercial management, Commercial Orientation ، Islamic
Azad University, Electronic Branch of Tehran, Tehran , Iran
Dr. Mojtaba Hadavand
Assistant Professor - Department of Management, Islamic Azad University South Tehran ,Tehran ,Iran
Dr. Hassan Mehr Manesh
Assistant Professor - Islamic Azad University Tehran Branch, Tehran , Iran
Abstract
The objective of this study is to evaluate impact of relationship quality with customer (relationship marketing) on customer loyalty in the customer- oriented strategy (Case Study Agriculture Bank customers in Tehran) that according to the infinity of the statistical population, suitable sample size for distribution is calculated 384, thus 384 questionnaires is distributed throughout the province. LISREL and SPSS software used to analyze the hypotheses. The results of analysis show that in the first hypothesis examines the relationship between relationship marketing and customer loyalty in long-term, path coefficient of relationship between relationship marketing and customer loyalty obtained 0.93. In second hypothesis of research is concerned relationship of customer trust and relationship marketing that path coefficient of relationship between customer trust and relationship marketing is 0.81. In the third hypothesis examined relationship of customer commitment with marketing, path coefficient relationship between customer commitment and relationship marketing is 0.77. In the fourth hypothesis examined relationship of how to contact customer with marketing, path coefficient relationship between how to contact customer and relationship marketing is 0.87. The results of the fifth research hypothesis that is investigated high satisfaction level with customer loyalty, path coefficient of relationship between high level of satisfaction and customer loyalty is 0.74. Consequently, sixth hypothesis of research deals with relationship to continue purchasing and customer loyalty, path coefficient of relationship between continuity of customer and customer loyalty is 0.63. As it can be seen all hypotheses according to path coefficient is confirmed that this indicates impact of relationship quality with customer (relationship marketing) on customer loyalty in customer- oriented strategy.
Keywords: Relationship Marketing, Relationship Quality, Service Quality, Loyalty, Trust
1. Introduction
The globalization of markets, competitive pressure, frequency brands and most important lifestyle and customer behavior is constantly changing, companies have to adopt strategies to protect their customers and their loyal (Flambard-Ruaud, 2005). Tavakoli amp; Beheshtipour (2010) believed that organizations need to realize that customers are the main reason for their survival and through understanding and anticipating customer needs and expectations, are struggling to innovate and create value for them and ensure that employees have tools, competencies and necessary authority to optimize the customer experience. Successful organizations valorize for their employees. They developed the capabilities of their employees and create motivation and commitment to them and enable them to use their skills and knowledge for the benefit of their organization. The need to attract and retain customers is even more especially in the banking industry that it is increasing competition. Being service of banking industry is caused that existence of satisfied and motivated staff be necessary; because In such an environment staff are in contact with clients at any moment and It is clear that the staff will have an important role in the customer experience.
2. Statement of Problem
Increasing competition is under pressure capabilities of financial institutions to maintain their profitability and in along with changes in the structure of the industry and its saturation occurred; the nature of competition has changed. Perhaps the need to develop customer relationships is in a changing environment with changing laws and technology and hellip;, customer changes and changes in competition (globalization and competitors of new entrants ...). Therefore new thinking was formed to understand customer-oriented that creates relationships and increase and update knowledge related to this issue that is as relationship marketing. Relationship marketing is one of the most extensive concepts that it can be concluded it from all views of marketing that argues on relationship. The basis of this branch of marketing that has closely linked with consumer behavior. It comes out from the investigation into the relationship between buyer and seller relatively large and mid-sized businesses. Marketing progress in the past two decades and the emergence of new thinking in this area has led to the emergence of significant changes in marketing methods. It should be noted that in order to maintain and manage strong relationship with customers and other interest groups is used the relationship marketing. On the other hand due to changes made in management processes seriously and especially in the implementation and definitions, having knowledge and awareness of individual clients to design products and services that can be achieved by long term interaction with the customer as considered a current need. Through relationship marketing can be used to update this knowledge. It should be noted that according to the definitions provided, the aim of relationship marketing to
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IMPACT OF RELATIONSHIP QUALITY WITH CUSTOMER (RELATIONSHIP MARKETING) ON CUSTOMER LOYALTY IN CUSTOMER- ORIENTED STRATEGY (CASE STUDY AGRICULTURE BANK CUSTOMERS-TEHRAN-IRAN)
客户导向战略中客户关系质量（关系营销）对客户忠诚度的影响（案例研究：农业银行客户-德黑兰-伊朗）
Nasrin Tahmasbizadeh
MA Student - Department Of Commercial management, Commercial Orientation ، Islamic
Azad University, Electronic Branch of Tehran, Tehran , Iran
Dr. Mojtaba Hadavand
Assistant Professor - Department of Management, Islamic Azad University South Tehran ,Tehran ,Iran
Dr. Hassan Mehr Manesh
Assistant Professor - Islamic Azad University Tehran Branch, Tehran , Iran
Abstract
The objective of this study is to evaluate impact of relationship quality with customer (relationship marketing) on customer loyalty in the customer- oriented strategy (Case Study Agriculture Bank customers in Tehran) that according to the infinity of the statistical population, suitable sample size for distribution is calculated 384, thus 384 questionnaires is distributed throughout the province. LISREL and SPSS software used to analyze the hypotheses. The results of analysis show that in the first hypothesis examines the relationship between relationship marketing and customer loyalty in long-term, path coefficient of relationship between relationship marketing and customer loyalty obtained 0.93. In second hypothesis of research is concerned relationship of customer trust and relationship marketing that path coefficient of relationship between customer trust and relationship marketing is 0.81. In the third hypothesis examined relationship of customer commitment with marketing, path coefficient relationship between customer commitment and relationship marketing is 0.77. In the fourth hypothesis examined relationship of how to contact customer with marketing, path coefficient relationship between how to contact customer and relationship marketing is 0.87. The results of the fifth research hypothesis that is investigated high satisfaction level with customer loyalty, path coefficient of relationship between high level of satisfaction and customer loyalty is 0.74. Consequently, sixth hypothesis of research deals with relationship to continue purchasing and customer loyalty, path coefficient of relationship between continuity of customer and customer loyalty is 0.63. As it can be seen all hypotheses according to path coefficient is confirmed that this indicates impact of relationship quality with customer (relationship marketing) on customer loyalty in customer- oriented strategy.
本研究的目的是评估客户导向策略（德黑兰农业银行客户案例研究）中客户关系质量（关系营销）对客户忠诚度的影响，即根据统计人口的无穷大，计算出适合分布的样本量384，从而得出384分布在全省各地。用Lisrel和SPSS分析假设。分析结果表明，在第一个假设中长期考察关系营销与顾客忠诚度之间的关系，关系营销与顾客忠诚度之间的路径系数为0.93。第二个假设是关系营销与顾客信任的关系，即顾客信任与关系营销的路径系数为0.81。第三个假设检验了顾客承诺与营销的关系，顾客承诺与关系营销的路径系数关系为0.77。第四个假设检验了顾客与营销的关系，即顾客与关系营销之间的路径系数关系为0.87。第五个研究假设调查了顾客忠诚度的高满意度，高满意度与顾客忠诚度关系的路径系数为0.74。因此，研究的第六个假设是关于持续购买与顾客忠诚度的关系，顾客持续性与顾客忠诚度的路径系数为0.63。由此可见，所有基于路径系数的假设都证实了这一点，即关系质量对顾客导向战略中顾客忠诚度的影响。
Keywords: Relationship Marketing, Relationship Quality, Service Quality, Loyalty, Trust
关键词：关系营销、关系质量、服务质量、忠诚度、信任度
1. Introduction
The globalization of markets, competitive pressure, frequency brands and most important lifestyle and customer behavior is constantly changing, companies have to adopt strategies to protect their customers and their loyal (Flambard-Ruaud, 2005). Tavakoli amp; Beheshtipour (2010) believed that organizations need to realize that customers are the main reason for their survival and through understanding and anticipating customer needs and expectations, are struggling to innovate and create value for them and ensure that employees have tools, competencies and necessary authority to optimize the customer experience. Successful organizations valorize for their employees. They developed the capabilities of their employees and create motivation and commitment to them and enable them to use their skills and knowledge for the benefit of their organization. The need to attract and retain customers is even more especially in the banking industry that it is increasing competition. Being service of banking industry is caused that existence of satisfied and motivated staff be necessary; because In such an environment staff are in contact with clients at any moment and It is clear that the staff will have an important role in the customer experience.
1、背景介绍
市场全球化、竞争压力、品牌以及最重要的生活方式和顾客行为不断变化，企业必须采取策略来保护其客户及其忠诚度（Flambard Ruaud，2005年）。Tavakoliamp;Beheshtipour（2010）认为，组织需要认识到客户是他们生存的基础，通过理解和预测客户的需求和期望，努力为他们创新和创造价值，并确保员工拥有工具、能力和必要的权力来优化客户体验。成功的组织重视员工。他们培养了员工的能力，为员工创造了动力和承诺，并使他们能够利用自己的技能和知识为组织造福。吸引和留住客户的需求，尤其是在银行业，它正在加剧竞争。作为银行业的服务，需要有满意和积极的员工；因为在这样的环境中，员工随时都与客户接触，很明显，员工在客户体验中会起到重要的作用。
2. Statement of Problem
Increasing competition is under pressure capabilities of financial institutions to maintain their profitability and in along with changes in the structure of the industry and its saturation occurred; the nature of competition has changed. Perhaps the need to develop customer relationships is in a changing environment with changing laws and technology and hellip;, customer changes and changes in competition (globalization and competitors of new entrants ...). Therefore new thinking was formed to understand customer-oriented that creates relationships and increase and update knowledge related to this issue that is as relationship marketing. Relationship marketing is one of the most extensive concepts that it can be concluded it from all views of marketing that argues on relationship. The basis of this branch of marketing that has closely linked with consumer behavior. It comes out from the investigation into the relationship betwe
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