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Effects of Relationship Marketing Strategies on Customer Responses in Iran's Banking Industry: Role of Mediator the Relationship Quality

Author Affiliations

  • 1Department of Management, Qeshm International Branch, Islamic Azad University, Qeshm, IRAN
  • 2 Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, IRAN
  • 3 BandarAbbas Faculty of Medicine, Hormozgan University of Medical Sciences, BandarAbbas, IRAN

Res. J. Recent Sci., Volume 3, Issue (5), Pages 43-54, May,2 (2014)


The current paper seeks to study the effects of Relationship marketing strategies on relationship quality, customer’s behavioral and attitudinal responses by presenting a model for effectiveness of relationship marketing in Iran's Banking industry. Survey method was used for this study and Questionnaire was selected as the most appropriate tool for data collection. In these respect customers of Iran banks was selected as the target population of the suggested theoretical model of this experiment and 417customers of the bank have participated as the statistical samples to achieve the goals of this paper. The collected data was analyzed through structural equation modeling (AMOS 18). Findings of the current Paper showed that the strategies of communication development, staff expertise development and investment in relationship are effecting the improvement of relationship quality between bank and the customer, but conflict management has no effect on the quality of this relationship. Also the results of the research showed that the quality of bank-customer relationship has positive effects on Customer loyalty, word-of-mouth and customer’s share.


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