Identification and Ranking of Related Marketing Components in Order to Retain Sepeh Bank Customers

Document Type : Original Article

Authors
Mostafa Nasiri 1
Hossein Norouzi 2
1 M.A, Department of Business Management, Farabi Campus, University of Tehran, Tehran, Iran.
2 Assistant Professor, Department of Business Management, Farabi Campus, University of Tehran, Tehran, Iran.
10.22034/jmek.2023.393720.1082
Abstract
Customer retention is one of the tools that organizations can use to achieve high profitability in the long term. For this purpose, this article has examined the relationship between relationship marketing and customer retention. The present study is an applied and descriptive-survey research which was conducted by correlational method and its statistical population is 48 experts and senior and experienced managers of Sepeh Bank located in Negin Building in Tehran. The tool of data collection in this research is a questionnaire and the data is done using regression tests, average of a population and Friedman. The results of the regression test showed that relationship marketing has a positive and significant effect on customer satisfaction, customer satisfaction on relationship quality (customer trust and commitment) and relationship quality on customer retention. Also, the status of the variables of customer satisfaction and retention was weak, and the variables of relationship quality and relational marketing were evaluated as average. The results of Friedman's test also indicated the lack of equal priority of relational marketing dimensions, which relational marketing dimensions were ranked in the following order: information exchange, relationship monitoring, sales activities and social factors. Finally, the researchers made suggestions to improve the research variables.

Keywords

Subjects

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Management, Economics and Entrepreneurship Studies
Volume 4, Issue 1
Spring 2023
Pages 36-50

  • Receive Date 20 December 2022
  • Revise Date 27 January 2023
  • Accept Date 12 February 2023