Volume 3, Issue 1 (2013)                   ORMR 2013, 3(1): 1-21 | Back to browse issues page

‎ 20.1001.1.22286977.1392.3.1.7.4

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The Effect of Relationship Marketing Strategies on Increased Satisfaction, Trust and Electronic Loyalty of Saman Bank’s Customers in the Process of Internet Services
Hamidreza Bahrami 1, Ali Kanani kashani2 , Gholamreza Tahmasbi2
1- Assistant Professor, Islamic Azad University, Naragh, Iran
2- Msc in Public Administration, Islamic Azad University, Naragh, Iran
Abstract:   (8735 Views)
Given the importance of loyalty, this study seeks to test and investigate the effectiveness and mechanism of relationship between factors that influence the e-loyalty in Saman Bank. In this regard, Relationship Marketing Strategy is the independent variable, e-satisfaction and e-trust are the moderating variables and e-loyalty is the dependent variable in the research model. The research population is a group of customers in Tehran who used the internet services of Saman Bank. Two underlying foundations of Relationship Marketing, mutual obligation and communication, significantly affect e-trust and conflict management foundations and competency are highly effective one-satisfaction. However; no meaningful relationship was found between conflict management and e-trust.      
Keywords: Relationship Marketing Strategy, E-satisfaction, E-loyalty
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Received: 2013/07/4 | Accepted: 2013/12/8 | Published: 2014/11/9
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