Keywords : Relationship Marketing


An Investigation of the Effect of Relationship Marketing on Customer Gratitude and Consumer Behavior (Case Study: The Dealerships of Saipa Corporation in Ardabil Province)

Somayeh Saebnia; Mohammad Feizi; Mohammad Hasanzadeh

Marketing and Branding Research, 2017, Volume 4, Issue 4, Pages 360-370
DOI: 10.33844/mbr.2017.60209

The aim of dealerships to build a long-term relationship with customers is to make further profit. Today, relationship marketing is accompanied by understanding consumer behavior and meeting their need and according to the norm of mutual relationships, customer gratitude as customer buying behavior is the beginning of a motivation or an affective commitment to compensate seller’s advantages. Therefore, this study attempts to consider the importance of customer in automobile industry and realize the effect of relationship marketing on customer gratitude and consumer behavior in dealerships of Saipa Corporation. The present study is applicable in terms of aim and correlational in terms of descriptive method. The statistical population includes all the customers of dealerships of Saipa Corporation in Ardabil Province. The sample size was calculated through Cochran’s formula (384 customers) and to raise the confidence level, 400 people were selected randomly to answer the questionnaire. In order to analyze the descriptive findings, SPSS 20 Software was applied and to test the hypotheses, LISREL 8.8 Software was used. According to the results, the effect of relationship marketing on customer gratitude (path coefficient = 0.96) and consumer behavior (path coefficient = 0.13) is confirmed, which indicates the positive and significant effect on the measured variable in dealerships of Saipa Corporation in Ardabil Province.

Investigating the relationship between personality traits and general health with addiction to purchase (obsessive purchase)

Seyed Mehdi Sadr Bafghi; Mohammad Mirmohammadi Sadrabadi; Hamed Shakerian

Marketing and Branding Research, 2017, Volume 4, Issue 3, Pages 265-279
DOI: 10.33844/mbr.2017.60384

The aim of this study was to investigate the relationship between personality traits and general health with addiction to purchase (obsessive purchase) among the students of Islamic Azad University of Yazd. Using personality traits and mental health variables as independent variables and addiction to purchase as the dependent variable, hypothesis of research is formed. The study was an applied research adopting a survey method and it was based on survey correlation using questionnaires. The statistical population of this research was students of business management. Simple random sampling method was used and a total valid sample of 224 was collected. Data analysis using the PLS software was done and the results showed that the trait neuroticism, flexibility, agreeableness trait, somatic symptoms and impaired social functioning as personality characteristics do not have significant effect on obsessive purchase but extraversion personality characteristic have a significant impact on obsessive purchase and the impact value is 0.20 and positive. Therefore, it can be concluded that as soon as the members have more extraversion characteristic, their obsessive purchase
increases and compulsive personality trait has a significant impact on obsessive purchase.
The impact value is 16.0 and negative; so we can conclude that if people have less responsibility, obsessive purchase will increase. Anxiety has a significant impact on obsessive purchase and the impact value is 24.0 and positive. So it can be stated that as soon as people have more anxiety, the obsessive purchase increases.

Investigating the effects of relationship marketing mechanisms of Shammut model on customer loyalty

Hamed Shakerian; Mohammad Mirmohammadi Sadrabadi; Reza Saliani; Hasan Dehghan Dehnavi

Marketing and Branding Research, 2017, Volume 4, Issue 1, Pages 73-88
DOI: 10.33844/mbr.2017.60189

This study was constructed to investigate the effects of relationship marketing mechanisms of on customer loyalty in Yazd hotels. Relationship marketing mechanisms include financial, social, and structural mechanisms. The present paper is an applied research adopting a descriptive-correlational method and survey design. The statistical population of this study consisted of the customers who stayed in Yazd 3-star hotels. Through using a pre-test, the population variance was estimated and then the sample size was calculated using unlimited population formula. A questionnaire was used for data collection. In addition to descriptive statistics, the correlation coefficient test and path analysis were used to determine the strength of the relationship between variables and model structural equation of the study to verify the hypotheses, respectively. The results of the study showed that none of relationship marketing mechanisms including financial, social, and structural ones did not have significant impact on the sentiments. Although financial mechanism did not have significant impact on relationship quality, social mechanism influenced on the relationship quality. Moreover, structural mechanism did not affect the quality of the relationship. A qualified relationship has many benefits such as customers’ loyalty, customers’ satisfaction of the customer service organizations, and introducing them to others.

Relationship marketing and word-of-mouth communications: Examining the mediating role of customer loyalty

Mohsen Akbari; Reza Kazemi; Masoomeh Haddadi

Marketing and Branding Research, 2016, Volume 3, Issue 1, Pages 63-74
DOI: 10.33844/mbr.2016.60193

In competitive markets, maintaining customers and building trust and loyalty are considered important in marketing relationship. Banks have invested some ways to improve customer loyalty for developing their activities. The aim of this study was to investigate the effect of relationship marketing on word-of-mouth communication in the Melli Bank branches of Roodsar in which customer loyalty had the mediation role in their relationship. The study was an applied research adopting a descriptive method. The data were gathered using questionnaire method and the study population consisted of customers of Melli Bank in Roodsar. Following this, 460 questionnaires were distributed among customers of the Melli Bank branches using convenient sampling and finally 420 questionnaires were collected for analysis. LISREL software is employed to analyze the data. Findings revealed that the relationship marketing had significant positive impact on customer loyalty and also customer loyalty led to increasing of word-of-mouth communication.                                                                                                                           

The impact of relationship marketing on customer loyalty enhancement (Case study: Kerman Iran insurance company)

Abdolaziz Abtin; Mostafa Pouramiri

Marketing and Branding Research, 2016, Volume 3, Issue 1, Pages 41-49
DOI: 10.33844/mbr.2016.60203

Nowadays, only those tradings that just focus on the effectiveness of the marketing mix elements can shift their direction towards relationship marketing and establishing effective relationship management with customers. In todays competitive world, customers are in the center of companies’ attention and their satisfaction is the main factor in gaining competitive advantage. The fundamental prerequisite for achieving customers’ satisfaction is to fully meet or exceed their needs, wants, desires, expectations, and their willingness to purchase products. To gain competitive advantage, the companies should pay more attention to customers’ needs and meet them better than their rivals. This paper aims to investigate the impact of relationship marketing on customer loyalty enhancement in Kerman Iran insurance company. This study was carried out through a survey method using questionnaires as the main instrument. Pearson correlation coefficient was used to assess the relationship between loyalty as dependent variable and trust, satisfaction, management, communication, and competence as independent variables and revealed that there was a significant positive relationship between variables.