The effect of relationship marketing, emotional marketing and supportive marketing on customers loyalty with the mediating role of customers satisfaction: a case study (pars Abad banks)

Elhameh Talaneh, Kheirollah Sarboland
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Abstract

In today’s competitive world, the attraction and retention of customers in banking industry has become much more difficult and only those banks are successful in this competition that focuses their activities on attraction and retention of their customers. In other words, customers’ satisfaction and loyalty are considered as one of the most significant objectives of banking system. Consequently, the purpose of present research is to investigate the impact of relationship marketing, emotional marketing and supportive marketing on the customers’ loyalty in Pars Abad banks with the mediating role of customers’ satisfaction. The statistical population of research comprises all the customers of private banks, public banks and credit and finance institutions of Pars Abad. From this population, 377 customers were selected as the research sample using random sampling method in terms of Morgan table. The questionnaires were used as the statistical instrument for data collection. The reliability of these questionnaires was confirmed using Cranach’s Coefficient Alpha. The collected data were analyzed using Structural Equation Modeling (SEM) and Boot Strap. The SPSS, Lisrel and Stata software were also used in various stages of estimation. The results revealed that the customers’ satisfaction plays a mediating function in the relationship between the effect of relationship marketing, emotional marketing and supportive marketing on customers’ loyalty.
关系营销、情感营销和支持性营销对顾客忠诚的影响及顾客满意的中介作用:一个案例研究(pars Abad banks)
在当今竞争激烈的世界中,吸引和留住客户在银行业已经变得更加困难,只有那些银行在这场竞争中取得成功,他们的活动集中在吸引和留住客户上。换句话说,客户的满意度和忠诚度被认为是银行系统最重要的目标之一。因此,本研究的目的是探讨关系营销、情感营销和支持性营销在客户满意度的中介作用下对Pars Abad银行客户忠诚度的影响。研究的统计人口包括帕尔斯阿巴德私人银行、公共银行和信贷和金融机构的所有客户。根据Morgan表的随机抽样方法,从该人群中选取377名客户作为研究样本。采用问卷调查作为数据收集的统计工具。问卷的信度采用克拉纳赫系数Alpha进行验证。采用结构方程模型(SEM)和Boot Strap对收集的数据进行分析。在不同的估计阶段也使用SPSS、Lisrel和Stata软件。结果表明,顾客满意度在关系营销、情感营销和支持性营销对顾客忠诚的影响中起中介作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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