Abstract:
By using relationship marketing approach in addition to establishing long-term relationship
with the customer, value-generating activities that are important for them Identify,
strengthen and improve the organization and attract more customers and build brand loyalty.
The purpose of this research study was to investigate the effect of relationship marketing on
customer loyalty to the brand in the Agricultural Bank of Kohgiluyeh and Boyer-Ahmad is
in 1394. This research is descriptive survey was conducted. The study population
Agricultural Bank customers are of Kohgiluyeh and Boyer Due to the high number of
population, By using Morgan table Grjsy 300 customers was selected as the sample size And
30-item questionnaire was distributed among the clients of the Agricultural Bank. The
reliability by Cronbach's alpha 89/0 is calculated. Information collected by descriptive and
inferential statistics in the form of Pearson correlation and regression coefficients were
analyzed using spss software. The results showed that the contacts view, factors such as
trust, commitment, communication, social relationships, customer loyalty to the brand needs
significant relationship with Agricultural Bank of Kohgiluyeh and Boyer had.
Machine summary:
, (UJMAS) Volume 5,Issue 1 71-75 (2017) ISSN 2382-9745 Effect relationship marketing on customer loyalty to the brand, the Agricultural Bank in of Kohgiluyeh and Boyer Mehrzad Safaei Sisakht1 and Yaghoub Ansari2* 1Department of Management, Yasoouj Branch, Islamic azad University, Yasoouj, Iran 2Department of Management, Yasoouj Branch, Islamic azad University, Yasoouj, Iran Original Article: Received 15 Jan. 2017 Accepted 05 Feb. 2017 Published 3 March.
The purpose of this research study was to investigate the effect of relationship marketing on customer loyalty to the brand in the Agricultural Bank of Kohgiluyeh and Boyer-Ahmad is in 1394.
The results showed that the contacts view, factors such as trust, commitment, communication, social relationships, customer loyalty to the brand needs significant relationship with Agricultural Bank of Kohgiluyeh and Boyer had.
Keyword: Relationship marketing, customer loyalty, brand, Agricultural Bank * Corresponding author: Yaghoub Ansari Peer review under responsibility of UCT Journal of Management and Accounting Studies ; Safaei Sisakht and Ansari; ; UCT Journal of Management and Accounting Studies; Vol 5 Issue 1, March 2017 ; INTRODUCTION; mobilization of resources, provision of liquidity, provide Relationship marketing is the art of business today.
6140; Female; 100; 100300; 300; Total %%انتهای جدول%%] 4) Data Analysis 4-1) The hypotheses First hypothesis: the trust and loyalty of customers to the brand, Agricultural Bank Kohgiluyeh and Boyer There is a significant relationship.
H1: Social relationships significant effect on customer loyalty to the brand is the Agricultural Bank in Kohgiluyeh and Boyer.