aDepartment of Accounting, Dehdasht branch, Islamic Azad University, Dehdasht, Iran
bDepartment of Management, University of Isfahan, Iran
cDepartment of Management, Kohgiloyeh and Boyer Ahmad Branch, Islamic Azad University, Yasouj, Iran
Online published on 6 August, 2014.
In today's high competitive and globalize banking context, increasing Customer loyalty emerges as the most important challenges faced by marketers. Cultivating loyal customers is frequently argued to be the single most important driver of organizations’ long-term financial performance, which can lead to increased sales and customer share, lower costs, and higher prices. This study follows to examine the effects of implementing relationship marketing on customer loyalty through The Mediation Role of Relationship Quality among the customers in mellat bank of Isfahan in iran. The research method is a descriptive survey. The statistical population consists of Customers the of mellat bank isfahan in iran. The sample included 345 customers, which were selected randomly. Data have been collected by a researcher-developed questionnaire and sampling has been done through census and analyzed using SPSS and AMOS. The validity of the instrument was achieved through content validity and the reliability through Cronbach Alpha and composite reliability. Research findings is indicating a positive and significant effect between implementing relationship marketing and three dimensions include Personal communication, Tangible Reward and Direct correspondence.
Relationship Marketing, Customer Loyalty, Relationship Quality
