IMPACT OF RELATIONSHIP QUALITY WITH CUSTOMER (RELATIONSHIP MARKETING) ON CUSTOMER LOYALTY IN CUSTOMER- ORIENTED STRATEGY (CASE STUDY AGRICULTURE BANK CUSTOMERS-TEHRAN-IRAN)

Abstract

The objective of this study is to evaluate impact of relationship quality with customer (relationship marketing) on customer loyalty in the customer- oriented strategy (Case Study Agriculture Bank customers in Tehran) that according to the infinity of the statistical population, suitable sample size for distribution is calculated 384, thus 384 questionnaires is distributed throughout the province.
LISREL and SPSS software used to analyze the hypotheses. The results of analysis show that in the first hypothesis examines the relationship between relationship marketing and customer loyalty in long-term, path coefficient of relationship between relationship marketing and customer loyalty obtained 0.93. In second hypothesis of research is concerned relationship of customer trust and
relationship marketing that path coefficient of relationship between customer trust and relationship marketing is 0.81. In the third hypothesis examined relationship of customer commitment with marketing, path coefficient relationship between customer commitment and relationship marketing is 0.77. In the fourth hypothesis examined relationship of how to contact customer with marketing, path coefficient relationship between how to contact customer and relationship marketing is 0.87. The results of the fifth research hypothesis that is investigated high satisfaction level with customer loyalty, path coefficient of relationship between high level of satisfaction and customer loyalty is 0.74. Consequently, sixth hypothesis of research deals with relationship to continue purchasing and customer loyalty, path coefficient of relationship between continuity of customer and customer - loyalty is 0.63. As it can be seen all hypotheses according to path coefficient is confirmed that this indicates impact of relationship quality with customer (relationship marketing) on customer loyalty in customer- oriented strategy.