Examining the Impact of Value Dimensions of Relationship Marketing on Customer Loyalty (Case Study: Bank Saderat in Babol City)

The intense competitions in the markets and the importance of customer retention for organizations have led them to take gradual steps to establish and maintain long-term relationships with customers. According to the researchers, relationship marketing is the best strategy for doing so. In this paper, the impact of value dimensions of relationship marketing, including functional, symbolic, perceived values as well as perceived price on customer loyalty has been investigated. This descriptive-correlational study has made use of questionnaires to collect data. The study sample consists of 384 subjects who have been selected using simple random sampling method. The obtained data have been systematically analyzed using the one-sample t-test, Pearson correlation and multiple regressions. The results show that the four variables of value dimensions of relationship marketing have had effective impact on customer loyalty in the Bank Saderat. Hence, Bank Saderat may consider the results of this research and strengthen the effective values dimensions of relationship marketing on customer loyalty in order to maintain and boost its relationship with its customers