Volume 3, Issue 1 (2013)
ORMR 2013, 3(1): 1-21 |
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bahrami H, kanani kashani A, tahmasbi G. The Effect of Relationship Marketing Strategies on Increased Satisfaction, Trust and Electronic Loyalty of Saman Bank’s Customers in the Process of Internet Services. ORMR 2013; 3 (1) :1-21
URL: http://ormr.modares.ac.ir/article-28-12344-en.html
URL: http://ormr.modares.ac.ir/article-28-12344-en.html
1- Assistant Professor, Islamic Azad University, Naragh, Iran
2- Msc in Public Administration, Islamic Azad University, Naragh, Iran
2- Msc in Public Administration, Islamic Azad University, Naragh, Iran
Abstract: (9263 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.
Received: 2013/07/4 | Accepted: 2013/12/8 | Published: 2014/11/9
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