Abstract:
The intensity of competition in the markets and the understanding of the importance of customer retention for organizations has led them to gradually move towards establishing and maintaining long-term relationships with customers. According to researchers, relationship marketing is the most appropriate option to achieve this. This article examines the impact of the foundations of relationship marketing, including commitment, trust, communication, and conflict management, on customer loyalty, the importance of these variables from the customers' point of view, and the extent of the bank's success in creating each of these variables. The present article is a descriptive study conducted using a survey method. The statistical population of this research consists of 312 customers of a public bank and a private bank in Isfahan County. The data collection tool was a questionnaire, and the data were analyzed using multiple regression method. The results of the research show that in the public bank, the four foundations of relationship marketing had a positive and significant impact on customer loyalty. In the private bank, except for the variable of communication, the other variables had a positive and significant impact on customer loyalty.
Machine summary:
The Impact of Relationship Marketing Foundations on Customer Loyalty: A Comparison of State-Owned and Private Banks Bahran Ranjbarian1, Mojtaba Barari2* (Article Received: 25/2/1387, Approval Date: 12/11/1387) Abstract The intensity of competition in the markets and the understanding of the importance of customer retention for organizations has gradually led them to move towards establishing and maintaining long-term relationships with customers.
This article examines the impact of the foundations of relationship marketing, including commitment, trust, communication, and conflict management, on customer loyalty, the importance of these variables from the customers' point of view, and the extent of the bank's success in creating each of these variables.
The results of the research show that in the state-owned bank, the four foundations of relationship marketing had a positive and significant impact on customer loyalty.
The present article, inspired by Dubé's model 16, has studied trust, commitment, communication, and conflict management as variables predicting customer loyalty in branches of a private bank and a state-owned bank.
Type of Research The present research is a descriptive study conducted using a survey method, which examines the impact of relationship marketing foundations on customer loyalty in branches of a private bank and a state-owned bank in Isfahan city.
To investigate the extent of the impact of independent variables of trust, commitment, communication, and conflict management on the dependent variable of loyalty in each of the state-owned and private banks, multiple regression was used.
Conclusion The results of this research indicate that in the state-owned bank, trust, conflict management, commitment, and communication have influenced customer loyalty in order of priority.
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