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Naghmeh Nadervandi, Ali Esmaeli Zadeh Mogharebi & Mehdi Sabokro

Relationship marketing in Pasargad Bank

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Abstract

Nowadays, maintaining and developing the capabilities of the organization depends not only on providing top-quality services, but also on the ability to attract customers and faithful them by creating favorable conditions. Relationship marketing is an important tool that can provide these conditions for customers. The purpose of this research was to investigate this factor and its impact on brand quality. The statistical population included the customers of Pasargad Bank in Tehran. In order to collect data, after determining sample size by Cochran formula to the extent of 384 individuals, the standard questionnaires were used. The method of the present study is quantitative research that has been conducted in descriptive method. The face validity was determined by management professors and the reliability was determined by relevant software and Cronbach’s alpha. Descriptive and inferential statistical tests were used to test hypotheses and finally, the results of structural equation modeling showed that providing favorable conditions by relationship marketing can affect the quality of Bank and also attract customers.

Keywords : customer, relationship marketing, service delivery, Pasargad bank

Pour citer cet article

Naghmeh Nadervandi, Ali Esmaeli Zadeh Mogharebi & Mehdi Sabokro, «Relationship marketing in Pasargad Bank», Bulletin de la Société Royale des Sciences de Liège [En ligne], Volume 86 - Année 2017, Special issue, 929 - 943 URL : http://popups.ulg.ac.be/0037-9565/index.php?id=7083.

A propos de : Naghmeh Nadervandi

Department of Business administration, E-Campus, Islamic Azad University, Tehran, Iran.

A propos de : Ali Esmaeli Zadeh Mogharebi

Associate Professor, Eslam Shahr branch, Islamic Azad University, Tehran, Iran

A propos de : Mehdi Sabokro

Assistant Professor of Business Administration, Yazd University, Yazd, Iran, msabokro@yazd.ac.ir