The Mediated Effect of Relationship Marketing on the Influences of Irritation Advertising in Fintech Times

Internet being a less cost advertisement and medium, had paved the way for tremendous and intensity of online and on time. However, while the anytime advertisement messages had been delivered, there had been limited studies on key variables such as irritation advertisement, customer complaint behavior, customer loyalty and relationship marketing. This study examines the role of irritation advertisement and compliant behavior on customer loyalty by customers in banks and the mediating role relationship marketing plays in those relationships. In this study, methods used questionnaires, including the irritation advertisement scale, compliant behavior scale, relationship marketing scale, and customer loyalty scale. A total 300 questionnaires were administered in customers of banks in Taiwan. Out of these 300 questionnaires, 265 responses were received, a return rate of 88.34%. After discarding invalid questionnaires, a total of 265 valid questionnaires, the rate of valid samples was 100%. Data had been analyzed using descriptive analysis and structural equation model. Finding that the mediated effect of relationship marketing on the relationships of irritation advertisement, compliant behavior and customer loyalty. Finally there were suggestions and managerial implications had been proposed.