文章基本信息

标题：The Effect of Relationship Marketing on Costumers’ Loyalty in Iran Sanandaj City Banks
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作者：Mohammad Yaser Mazhari ; Abdolrazagh Madahi ; Inda Sukati 等
期刊名称：International Journal of Business and Management
印刷版ISSN：1833-3850
电子版ISSN：1833-8119
出版年度：2012
卷号：7
期号：15
页码：81
DOI：10.5539/ijbm.v7n15p81
出版社：Canadian Center of Science and Education
摘要：
Maintaining customers and keeping them loyal is considered vital for continuing business. In this study reported
here examines the effect of four underpinnings of relationship marketing – trust, commitment, communication,
and conflict handling – on customer loyalty in Iran. This research is a descriptive study done by survey method.
The population in this study includes 400 costumers of private and state banks in Sanandaj of Iran. The
instrument of data gathering was a questionnaire and the data were analyzed based on regression. Findings show
that dependent variable is related to the independent variables meaningfully and positively.