Investigating the Effect of Relational Marketing Tactics on Customer’s Loyalty of e-Banking Services in Terms of Customer of Bank Tejarat

Hadi Nezari, Leila Nazari, Mousa Ahmadi


The aim of this study was to evaluate the effect of relational marketing tactics on customer loyalty of e-banking services from the perspective of bank Tejarat customers. A total of 384 customers of electronic services of Tejarat bank branches in Tehran were selected as sample. The main instrument used in this study was a questionnaire for the purpose Ndubisi and Wah marketing standard questionnaire (2005) with reliability 0.95 and loyalty questionnaire Koksal and Doma (2014) with a reliability of 0.82 was used. Finally, the raw data obtained are analyzed using SPSS statistical software was used. The results showed that the correlation for each of the variables of trust, communication, conflict management and competence in order of 0.317, 0.370, 0.637 and 0.562, which suggests that customers of e-service of Tejarat bank branches in Tehran, conflict management and competence variables than others had the strongest relationship with loyalty and trust and communication variables has poorer relationships with their loyalty. Finally, according to the results of the descriptive statistics of the variables showed that Tejarat bank branches in Tehran in terms of relationship marketing are already in a relatively good position to take over.

DOI: 10.5901/mjss.2016.v7n2s2p133

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Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

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