Vol.2 (1) January (2014)

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1 Vol.2 (1) January (2014) ISSN: Research Paper The Effects of Relationship Marketing on the Increase Customers' Loyalty (Case Study: Melli Bank in Rasht) Mohammad Taleghani 1,Seyed Mohammad Reza Tabatabaei *2 1Department of Industrial Management, Islamic Azad University, Rasht Branch, Rasht, Iran 2M.A. of Business Management, Islamic Azad University, Rasht Branch, Rasht, Iran Available online at: Received 5 th October 2013, Revised 13 th November 2013, Accepted 20 th November 2013 Abstract In today's world Purchasers are faced with many questions for decision in the purchase process. In this challenging environment, among organizations and companies accelerating change is being forced to communicate with customers and make them loyal to their priority. Organizations have been forced to change their response to the market. They have focused more on customers and less on products. They have to have a long-term view rather than short-term view. In this path, organizations have turned to new strategies for relationship marketing. In this research, a question arises: Does relationship marketing increase customer loyalty is the Melli Bank? Hypothesis rests on this question is: Relationship marketing is to increase customer loyalty Melli Bank branches. This research tries to examine Effects of relationship marketing Include the quality relationships, commitment, trust, By Bank and The Bank's ability to manage conflict Melli Bank to increase customer loyalty. The population number was over 100,000 and questionnaires were distributed completed by the researcher. Statistical methods the regression was performed using SPSS software evaluating variables. The results suggest that an increase in customer loyalty Melli Bank are three variables the Bank's ability to manage conflict, commitment and quality of communication whereas there are increasing with loyalty variable trust by bank. Keywords: Relationship Marketing, Customer Loyalty, Banking Industry. Introduction In the present age, changes happen quickly in the service sector. These changes have influenced the industry structure and the nature of competition. No wonder that in this challenging environment with accelerated changes financial institutions and services have been forced change market their reaction be focused more on customers and competition and less on products and have a long term view rather than shortterm view (Harrison, 2000).to achieve success in today's in a technology-driven markets, complex and competitive researchers eager to find the key for making customer loyalty. One of the key issues influence on customer relationship or organization about customers for achieving useful information that with this is possible to obtain a better understanding of their needs and results is to customers provide desirable services.)heidarzadeh, 2006) The nature of the banking industry requires that to moving in order to maintain customer focus and the customers, because they durability depends on the customer's and be more successful matter how they can to keep their current the customers. (Haber & Hunt,2001) Problem Statement Nowadays increasing customers awareness of all aspects of the market access information Caused that loyal customers are less than the organizations (Ndubisi, et al. 2005). Marketers Nowadays are searching for ways to create information by its loyal customers for their, because do Will be Reduce marketing costs and operational and increase profitability. If organizations can reduce 5% lost customers there, they will be increased profitability 25 to 85 percent (Gronroos, 2000). On the other organizations are encountered with 2 customer groups, new and old customers, research suggests that 5 times more the cost of retaining existing customers the cost of attracting new customers. Thus the attention is to keep old customers the importance of attracting new customers. (Kottler & Armstrong, 2001). *Correspondent author: Seyed Mohammad Reza Manuscript No: IJMEDU-KINA The remarkable thing that loyal customers with their many advantages some of these benefits can be pointed to improve the profitability The organization, reduce marketing costs, the organization sales increase, having lower price-sensitive customers and etc. (Ndubisi, 2006). With the decline of traditional marketing and the emergence of relationship marketing utilizing organizations attempting to build relationship marketing strategies strong ties with their customers (Cova, 2005). Relationship marketing with its ability to build customers loyalty by better understanding customers, needs and services to meet those needs can be directed towards reducing costs. (George, 2002) Theoretical Expression Trust: Credible and trustworthy promises and carefully observance the work by employees being loyal Bank of promises and stable of bank in providing appropriate services. Morgan and Hunt also believe that formation of trust in the relationship guarantee a level of assurance to truthfulness Promises of opposite side be by either. (Ndubisi, 2007). Commitment: Compatible and consistent with customer needs banking services and priority placing interests and wishes of the customer and flexibility of bank to the customer service (Leverin & Liljander, 2006). Morgan and Hunt, commitment to the relationship have defined persistent tendency business partners to maintain the valuable relationships, and believe that will be commitment when one of the two sides of the relationship being trust the importance of the relationship and will do their maximum efforts to maintain or enhance the relationship (Ndubisi, 2007). Communication: Providing reliable information and provision of information in the event while problem of providing services and the precision observance correctness in Provide the necessary information when be supplied new services. Anderson believes nowadays, the new concept of communication as an interactive dialogue between partners 63

2 ISSN: and customers that happens pre-purchase, during the purchase and after the purchase (Rashid, 2003). Conflict Management: Banks can prevent the potential for conflicts and tries to resolve disputes problems before they happen. Bank has the potential to solve when problems arises. Conflict management is defined as to control the overall level of disagreement in the working relationship. Ability vendor is a vital factor of conflict Management and keep the customers (Ranjbaran, 2009). Loyalty: The customer is interested in expanding relationships and like a lawyer will defend of banking services and competitors will not be attract sees itself as partners in the bank. Richard Oliver loyalty is defined as: Loyalty to a strong commitment is called the future repurchase premium for a product or service if that same service or product competitors can purchase despite the potential impacts of marketing efforts. (Baker, 2000) Previous research 1. The branch manager at Tehran university Mr. Javad Abbassi on their thesis under the title "Examine the role of factors influencing the relationship marketing the key to customer satisfaction of Mellat bank in Tehran" four factors influence the relationship marketing such as: social activities, sales activities, Information Exchange and Monitoring the relationship key to the Mellat bank customer satisfaction with test (t-test) to test the significant level 0.05 = α.the results of this research show that is effective of four factors on customer satisfaction. 2. Was performed by Mr. Ranjbar and Barari in 2009, research of title: "Effects of the foundations of relationship marketing on customer loyalty the Comparing public and private banks" it is noted that the independent variables are: Trust, Commitment, Communications, Conflict management, and the dependent variable of loyalty. the research method used in the solidarity (regression analysis) and the Research results showed that positive and significant effect of independent variables on the dependent State Bank, also the rest have a positive effects on private banks other than variable Communications. 3. Adam Som (2003) In research as relationship marketing: commitment, customer trust As a strategy for the banking branches in Hong Kong has to effect of customer-oriented strategy, long-term approach, Relationship benefits, Communications, Norms in Relationship and negative reputation on firm performance. The research results show that all variables have a positive correlated apart from a reputation for commitment. The Research According to studies and reviews of various models in the previous research this research presents desired model, the model research has been Mr Ndubisi in 2007.in the right dependent variable that increase customer loyalty. And the independent variables on the left the same dimensions of relationship marketing been shown and is taken from the model's Ndubisi. Figure 1: Conceptual of Research. 64

3 ISSN: Research Hypotheses The main hypothesis: Relationship marketing is caused increase customer loyalty in the Melli Bank of Rasht. Subsidiary hypotheses of research are as follows: 1. Building trust by banks is caused increase customer loyalty. 2. Bank's commitment to providing customer satisfaction is caused increase customer loyalty. 3. The quality of communication is caused increase customer loyalty. 4. The Bank's ability in conflict management is caused increase customer loyalty. Research Methods The research methodology is based on cross sectional is applied on the basis the purpose.statistical population in this research all branches of the Melli Bank in Rasht is in July 2013 that have been More than 100,000 people customers of these branches. In this research type of Non probability Sampling procedure is available It has been estimated the amount of sample. Rating Questionnaire To ensure that this research is questionnaires the high validity, the initial questionnaire been provided to faculty advisors and other professors in this field, And after removing defects and making any necessary modifications were confirmed. In this thesis for determine the reliability of the questionnaire with an emphasis on questions of internal homogeneity performed by calculating Cronbach's alpha coefficient that uses SPSS software the following results have been obtained For series of questions relating to each variable: Table 1: of Reliability. Variable Building Trust Commitment Quality of Communication The Bank's ability in conflict management Cronbach's alpha coefficient Increase customer loyalty Analysis of Data For data analysis used descriptive statistics and inferential statistics (method of Parametric and regression analysis). Results of Hypothesis Testing The First Hypothesis: Building Trust by Bank will cause increase customer loyalty. Table 2: Descriptive Statistics. Building Trust Valid N (list wise) N Minimum Maximum Mean Std.Deviation variance Table 3: Coefficient Variables. (Constant) Building Trust B Std. Error Beta T Sig According to the results, the intensity of the relationship between by bank and increase customer loyalty is 21.4 Percent and significance level is less than 0.05, with %95 confidence be confirmed that building trust by banks be lead to increase customer loyalty.. Table 4: Descriptive Statistics. The Second Hypothesis: Bank's commitment to provide customers will cause increase customer loyalty 65

4 ISSN: N Minimum Maximum Mean Std. Deviation variance Valid (list wise) Table 5:. 1 (Constant) B Std. Error t Sig. Beta According to the results, the intensity of the Bank's Commitment to Customer satisfaction and increase customer loyalty is 44.2 Percent and significance level is less than 0.05,. Table 6: Descriptive Statistics. Quality Communication Valid(list wise) Table 7:. of with %95 confidence be confirmed that bank's commitment to customer satisfaction be lead to increase customer loyalty. The Third Hypothesis: The quality of communication will cause increased customer loyalty N Minimum Maximum Mean Std.Deviation variance 1 (Constant) Quality of Communication B Std.Error Beta t Sig According to the results, the intensity of the quality of communication and increase customer loyalty is 59.5 Percent and significance level is less than 0.05, with %95 confidence be confirmed that quality of communication be lead to increase customer loyalty. The Fourth Hypothesis: The Bank's ability management of conflict will cause increase customer loyalty. Table 8: Descriptive Statistics. The Bank's ability to manage conflict Valid(listwis) N Minimum Maximum Mean Std.Deviation variance Table 9:. 1 (Constant) B Std. Error Beta t Sig The Bank's ability to conflict management

5 ISSN: According to the results of the regression test, the intensity of The Fifth Hypothesis: Relationship marketing will cause the relationship between by bank in conflict management and increase customer loyalty. increase customer loyalty is 58 Percent and significance level is less than 0.05, with %95 confidence be confirmed that conflict management be lead to increase customer loyalty. Table 10: Descriptive Statistics. Increase customer loyalty Valid(list wise) Table 11:. N Minimum Maximum Mean Std. Deviation variance (Constant) Building Trust Quality of Communication The Bank's ability to manage conflict B Std. Error When all four variables are into the model one of the variables in that build trust, not relation to increasing customer loyalty results t Sig. Beta for the final model of research the form remove the specified variable and is obtained the final model. Table 12:. (Constant) Quality of Communication The Bank's ability to conflict management B Std.Error Beta t Sig According to the results of the regression test, the intensity of the dimensions of relationship marketing and increase customer loyalty is 66 Percent and significance level is less than 0.05, with %95 confidence be confirmed that relationship marketing with dimensions of Bank's Commitment, quality of Communication and the bank's ability to manage conflict be lead to increase customer loyalty. Conclusions After hypotheses were among all four variables, the Trust by banks, banks Commitment, quality communication and conflict management there is a relationship between the variables increase customer loyalty and with regard to the positive signs of B them is a direct relationship. This means that the Bank can, by building trust, commitment, communication quality and conflict management causing be lead to customer loyalty. Also, the main hypothesis is: building Trust by banks conflict be lead to Loyalty Melli Bank customers, after hypotheses was seen there is a relationship between these two variables. Them is directly related to the positive sign of B. what this means is that banks by building trust conflict be lead to increase customer loyalty. References Abbasi, Javad Examine the role of Effective factors Relationship marketing on the satisfaction of key customer in Tehran Mellat Bank. 67

6 ISSN: Adamsom Relationship marketing: commitment, customer trust As a strategy for the banking branches in Hong Kong. Baker M, (2000),"Marketing strategy and management London". Mc millan,vol.164,no 5,pp: Cova B and Other.(2005),"Relationship marketing in 2015: A dilphi approach". European Management Journal,Vol.11,No 3,pp: George E (2002),"Measuring and managingcustomer value". Journal of work study, Vol.51,pp: Gronroos C (2000)," Service management and marketing: a customer relationship approach 2 nd ed wiley", Chichester,Vol.51, pp: Haber F and Hunt A(2001),"Gaining competitive advantage through customer value oriented management". Journal of consumer marketing,vol.34,no 11/12,pp: Harrison T (2000),"Financial services marketing ".Edinburg,prentice hall,pp: Heidarzadeh, Kambiz. Molani, Elaheh Assessing the impact between trust and quality of communication in the retail industry. Journal of Economic of Management. No. 71. PP 29. Kottler P and Armestrong G,(2001),"Principles of marketing ",California,Vol.12,pp:1-57. Leverin A and Liljander V,(2006),"Does relationship marketing improve customer relationship satisfaction and loyalty?",international journal of bank marketing,vol.8,pp: Ndubisi,(2005),"Effect of gender on customer loyalty a relationship marketing approach",marketing intelligence & planning, Vol.21,No 2,pp: Ndubisi,(2006)," Effect of gender on customer loyalty a relationship marketing approach",marketing intelligence & planning, Vol.24,No 1,pp: Ndubisi and Chan K,(2007),"Factorial and discriminates analyses of the anderpinning of relationship marketing and customer satisfaction".international journal of bank marketing,vol.23,pp: Ranjbaran. Bahram. Barari, Mojtaba Effects of the foundations relationship marketing on the customer loyalty: Comparing public and private banks. Publication of Business Administration. Vol I. No. 2. PP: Rashid T,(2003),"Relationship marketing: case studies of personal experiences of eating out.",british food journal,vol.14,no 1,pp:

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