جستجوی مقالات مرتبط با کلیدواژه « کیفیت رابطه » در نشریات گروه « مدیریت »

The challenge that the stores in social networks face today is that, after receiving products, customers give their feedbacks to the store and on the social network. However, it is not clear whether this requires strengthening the quality of the relationship between the store and the customers. It is expected that the customers who have a favorable relationship with the store will be willing to support the store. If they see any defects in the service or have a suggestion for improvement, they will discuss it with the store. Also, it is not clear whether customers' price sensitivity changes the effect of relationship quality on their behavioral intentions or not. If there is sensitivity to the price, the stores should pay attention to the cost-effectiveness of the purchase, instead of increasing the cost for the customer. This research proposes a framework in which social media marketing activities and customer experience are considered as a prerequisite for relationship quality. In addition, the perceived relationship quality affects the responses and intentions of customers, which is moderated by the prices offered by the store.

This research is an applied and correlational study. The statistical population consists of the customers of a women's clothing store on the Instagram (about 450 people), and the sample size is 207 individuals selected by a simple random method. The data collection tool is an electronic questionnaire with confirmed content and structure validity as well as adequate reliability. All the variables have composite reliability and Cronbach's alpha coefficients above 0.7. Also, the AVE coefficients for customer experience and relationship quality are more than 0.5. For other variables, it has a slight difference with 0.5; thus, the convergent validity is acceptable. The square root of AVE for all the variables is greater than the correlation of that variable with the others, which confirms its divergent validity. Finally, the value of the factor loading for all the items is significant. In order to check the hypotheses, the structural equation modeling method is used with the Amos software.

The results show that the customer experience and social media marketing activity have impacts on both relationship quality and customer intentions. Also, relationship quality affects customer intentions; as a result, relationship quality plays a mediating role between social media marketing activities and customer experience with customer intentions. In addition, the role of price sensitivity as a moderating variable in how relationship quality affects customer intentions was confirmed. In details, the path coefficient of social media marketing activity for the relationship quality is equal to 0.296, and the t-statistic is 4.413. Therefore, the hypothesis is confirmed. The path coefficient of the influence of social media marketing activity on customer intentions is 0.242, and the t-statistic is 2.97. Therefore, the hypothesis is confirmed. The path coefficient of the effect of customer experience on relationship quality is 0.726, and the t-statistic is 6.554. Therefore, the hypothesis is confirmed. The path coefficient of the effect of customer experience on customer intentions is 0.286, and the t-statistic is 2.142. Therefore, the hypothesis is confirmed. The path coefficient of the effect of relationship quality on customer intentions is 0.333, and the t-statistic is 2.457, so the hypothesis is confirmed. The path coefficient of the mediating role of relationship quality in how customer experience affects customer intentions based on the Sobel test is 0.241, and the t-statistic is 2.99. The hypothesis is thus confirmed. The path coefficient of the mediating role of relationship quality in the effect of social media marketing activities on customer intentions based on the Sobel test is 0.098, and the t-statistic is 2.83; therefore, the hypothesis is confirmed. Finally, the path coefficient of the moderating role of price sensitivity in how relationship quality affects customer intentions is 0.265 and negative. Also, the t-statistic is -4.78, which means that the hypothesis is confirmed.

Customer intention is often interpreted as the purchase intention or the reason for the customer's move towards buying. However, it can be much more than the reason for a call or a chat or purchase; it includes engagement intention, loyalty intention, and purchase intention. In this regard, social media can encourage people to buy and participate by providing appropriate marketing activities. In addition, social media is an important aspect of sustainable marketing strategies to support positive customer behavior. Therefore, creating marketing content in social media is a challenge for companies because they must be able to adjust the marketing content to the personal preferences of the customer or the preferences of the target community in order to improve the quality of the relationship with the store. Considering that price sensitivity is the extent to which the price of goods and services affects the customers' willingness to buy them, the fairness of the price affects the price sensitivity. Of course, higher prices are necessary to maximize profits, but it can negatively affect price-sensitive customers, resulting in reduced sales.

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.

Relations at the work environment are unique interpersonal relationships with important outcomes for individuals and organizations. An important aspect of these relationships is the relations quality of the between the manager and the employee. The quality of manager-employee relationships is associated with a variety of important individual and organizational implications. It is expected that the staff at the higher levels of this relationship will show higher levels of performance and commitment to the organization than the low-quality relationship. Accordingly, the present study was developed with a synthetic method. In this research, the qualitative method and thematic approach, Primary codes were identified and subsequently the concepts of research were categorized. In the quantitative method, the identified index was evaluated using a questionnaire in tax offices of Tehran. The results were analyzed by exploratory factor analysis using spss software. The results of this study stating that six dimensions of Reassuring behaviors, Professional behaviors, technical skills, Human skills and Communication skills for the concept of relations quality between manager and employee and the direct and meaningful relationship between the concept of research with two variables of employee job performance and Organizational Commitment.

The present study aimed to investigate the role of social media marketing activity and customer experience on loyalty intention and customer participation intention by considering the mediating role of relationship quality. This research is based on the applied purpose and in terms of data collection method to test the hypotheses of descriptive-correlation type from the field branch. The statistical population of the study is all customers of the BaniMode online store in Isfahan. Due to the impossibility of access to the entire statistical population, 380 people were selected as the statistical sample from the available sampling method through Cochran's formula. To collect the data, standard questionnaires were used, the validity of which was confirmed by calculating the convergent and divergent validity and their reliability by Cronbach's alpha index. In statistical analysis, the structural equation modeling approach and SMART PLS and SPSS software have been used. Based on the results, social media marketing has no significant effect on the quality of the relationship with the customers of the BaniMode online store; But the customer experience has a significant effect on the quality of the relationship with the customers of BaniMode online store. Also, the quality of the relationship has a significant effect on the intention of loyalty and participation of customers of BaniMode online store. The results show that social media marketing has a significant effect on loyalty intention and participation intention through the mediating variable of relationship quality in BaniMode online store customers, and also customer experience on loyalty intention and participation intention through the mediating variable of relationship quality in online store customers. The founder of fashion has had a significant impact.

The purpose of the current essay is to apply patterns of personalization to customer`s commitment with the role of neutralizing the compatibility of technology in the electronic banking industry in Iran. In the world today, as access to the Internet and its options has grown, the number of customers who use electronic banking services has also risen. Information in industries such as banking and financial corporations that are active in online trading has experience ever-increasing growth. Because customers should change their behavioral patterns in order to use internet banking, using this technology can involve a lot of complications. In recent years, the improvement of information technology in banking industry has fundamentally changed the method of doing bank transactions, and customers can do their bank transactions. Internet banking lets customers have wider range of transactions through the bank website faster and with less cost and no time and place limitation, in comparison with traditional processes. Another advantage of online banking is that it has minimized the maintaining costs of traditional bank branches. One of the points that makes banks approach with more discretion to the information technology improvement matter is that there are different cultures and attitudes toward money and its worth in Iran. There is a reason to escape innovations in production in most countries. In Iran`s banking industry taking risk and not paying attention to personal attitudes has posed limitations to the modern banking. According to the mentioned points, no research has been done on the increasing of electronic banking users. Most of the studies have focused on the spreading and acceptance of electronic banking. One of the elements that are crucial in personal attitudes is personalization. It is effective on different aspects of customer`s psychology, such as processing information and making decisions. Personalization allows service providers to suggest services and products with customer`s preference taken into account. The rise of competition along with partial similarity of products and bank services has caused behavioral changes in customers. So, if banks want to enforce their effect on customers, they should identify the effective elements on customer`s behavioral changes. It is only in this case that banks can avoid prejudicial consequences of customer`s turnover and improve its long-term relationship with its customers. The quality of relationship with customers in cyberspace is the main reason for success in many organizations that have online activities based on customer`s satisfaction, trust, loyalty, order repetitions and organization`s benefit growth. Modern marketers has found out that the best way to connect with customers is through providing personalized services as banking innovations with the possibility of making alternations for customers. According to the capabilities of financial corporations and customer`s expectations, there is a significant variation in the field of personalization. Despite the importance of this subject, there is little research about its effects on decision-making process in the field of electronic banking. In addition to this, internet users have learned and experienced different levels of complexity. Also, the way of user`s understanding of personal bank services and its adaptability with his previous experience is different. Some of the electronic banking users have several bank accounts and the experience of using different electronic banking platforms, while there are users with limited banking services experience in using electronic banking services. Bank customers could have different expectation about services. This makes financial corporations try to better understand the experienced and immature customers and fulfill their needs in the best manner. Thus, this research focuses on connection quality, loyalty function anticipation, effort anticipation and experimental adaptability to previous electronic banking. A simple random sampling method was used to choose the samples. The questionnaire was assessed in terms of contextual, convergent and divergent validity, and the stability of the questionnaire was also tested based on Cronbach Alpha and compound stability tests. The research theories were and tested by using structural transaction modeling and the maximum rectification method with the AMOS software. The findings of the research, matching previous research findings, show that personalization has positive effects on function anticipation, effort anticipation, connection quality and rising attempts to use electronic banking services. It is also shown that effort anticipation and function anticipation have positive effects on attempts to use electronic banking services, and connection quality has positive effects on the loyalty of customers in electronic banking. Age, gender and adaptability have neutralizing effects on function anticipation, effort anticipation and connection quality, but adaptability has no neutralizing role in connection quality. Findings of this research and previous findings indicate that personalization is the essence of attempts to use electronic banking services, which should be accounted for deeply. This is because personalization is considered as a link between the customer`s attitude and behavior in electronic banking services.

To stay in a competitive market, organizations need to focus on customers as the key elements of the market. In this regard, one of the techniques that help organizations is customer relationship management, which strengthens the relationship of the organization with customers and makes them loyal to it. Of course, in order to gain loyal customers, communication with the customer is not enough, but the quality of this relationship is also very important. In other words, a strong relationship with customers is the most important key to the success of any business. Many customer behaviors towards service providers are influenced by the type of relationship between customers and service providers. On the other hand, marketing science seeks to know the customer and how his or her behavioral responses affect marketing actions. Therefore, the purpose of this study is to investigate the effect of relationship quality on Customer’s Economic Behaviors in Arak's Sport Clubs.

The present study is a descriptive-correlational research that has been done using structural equations. The statistical population of the study included the customers of health and fitness clubs in Arak. The statistical sample was selected by a stratified and geographical method. The selected classes were from the north, south, east, west and center of the city. As many as 300 people were considered as a sample. After the research questionnaires were distributed, 266 of them were carefully extracted and analyzed. The data were collected by a 19-item questionnaire with four variables including relationship quality (Palmatier, 2007; Roberts et al., 2003), the desire to pay more (Bigne et al., 2008), the desire for re-attendance (Lim, 2006) and customer share (Palmatier, 2007). The validity was tested by an expert panel (N = 15). The reliability was done by Cronbach's alpha. The data analyses were done using SPSS16 (for preparation of data and descriptive statistics)and the Smart PLS3 Software (to test the research model).

The descriptive results of the research variables showed that the relationship quality average was 5.31, the average of the desire for re-attendance was 4.98, and the average of the desire to pay more was 4.96, which was higher than the average value of 4. Also, the customer share average was 66.5%. In the inferential part, the fit of the model was examined as the fit of the measurement model and the fit of the structural model. In the measurement model section, the composite reliability (CR) and Cronbach's alpha were greater than 0.7. The total factor loading of the questions was more than 0.4, and their significance coefficients (t coefficients) were higher than 2.58, which indicates the appropriateness of the measurement model. The AVE (average variance extracted) was greater than 0.5 in all the variables, the CR was greater than 0.7, and the CR > AVE condition was met. As a result, it can be said that the convergent validity is acceptable in the measurement model. The results of the divergent validity also showed that the variables in the model of the present study have more interaction with their questions than with other variables. In other words, the divergent validity of the model was adequate. With respect to the fitness of the structural model, the indicators showed that the structural model has a good fit. Also, the path coefficients of the research variables showed that the relationship quality has a positive and significant effect on the desire to pay more (the path coefficient was 0.653). Therefore, if the quality of the customer relationship improves, the customer will be willing to pay more to buy from the club, and, if similar services are offered by competitors at a lower price, he or she will not be willing to leave the club and join a competitor. Also, the quality of the relationship has a positive and significant effect on the desire for re-attendance (with a path coefficient of 0.519). In other words, the customer who finds the quality of relationship with the club desirable will continue to cooperate and buy more from the club. Finally, the relationship quality has a positive and significant effect on customer share (with a path coefficient of 0.495). In other words, a customer who is satisfied with his or her relationship with the club will take a greater share of sporting activities at the club. All this leads to more purchases and higher payments to the club, which brings a profit for the club. Of course, it should be noted that the effect of relationship quality on the tendency to pay more is stronger than the other two variables and has the least effect on customer share.

All the efforts of organizations in general and sports clubs in particular are to gain ability to retain their current customers and attract new customers. Customers do not just use the club services; they seek to have a relationship with the club beyond a customer. Research has shown that customer behavior after purchase is affected by the type of service provided and the relationship quality that the organization has established with customers. So, according to the research results, sports clubs should establish a relationship with quality, trust, commitment and customer satisfaction, so that customers, in addition to continuing to attend clubs, will have no problem to pay more for more services and get a greater share of the sports services they need from their current club. If customers perceive this relationship, they will buy more from the club at a higher cost, to the extent that this relationship leads to loyalty and promotion for the club by customers. Finally, it is suggested that clubs influence post-purchase behaviors by designing beautiful spaces in the club environment, consulting with customers, improving the quality of services, establishing communication inside and outside the club, holding festivals with customers and creating emotional relationships with customers.

Nowadays, companies are looking for strategies to attract new customers as well as retain existing customers and establish a permanent relationship with them to increase their lifetime value. The value of a customer's lifetime is one of the most important tools in achieving profitable customer relationship management. The purpose of this study is to investigate the impact of relationship marketing on customer lifetime value with the mediating role of relationship quality. This study is practical in terms of purpose and descriptive-correlational in terms of data collection. A questionnaire is used for data collection. The statistical population of the study is customers of Mellat Bank (21 branches) in Tabriz. Due to the unlimited number of statistical population, based on cochran formola, 384 questionnaires are collected by random sampling. Data analysis using structural equation modeling showe that relationship marketing has directly positive and significant effect on customer lifetime value with path coefficient of 0.51 and quality of relationship with path coefficient of 0.57. Also, relationship marketing has indirectly positive and significant effect on customer lifetime value through the mediator variable of relationship quality with path coefficient of 0.51. Given the significant direct and indirect effect of relationship quality variable plays a minor mediating role in this relationship. Banks can build effective relationships with customers by investing in relationship marketing and improving the quality of the relationship, and increase the customer's lifetime and its value.

The aim of this study was to investigate the moderating role of diversity, innovation and consumer susceptibility on the relationship between satisfaction and customer behavioral loyalty. The method of this research is quantitative, descriptive, survey and applied in terms of purpose. The study was conducted on the clothing industry. In this study, the required evidence was obtained by using a questionnaire and collecting data from 360 students of the Islamic Azad University, Tehran Science and Research Branch, who were selected using a stratified random method appropriate to the volume. Data analysis was performed by structural equation modeling using AMOS and SPSS software and the research hypotheses were confirmed at 95% confidence level. Considering that in order to achieve the research objectives, the research model has been fitted twice. In the first model, the relationships between research structures in accordance with the conceptual model with structural modeling and in the second model, the relationships between research variables according to the conceptual model with path analysis. Findings show that the results of the structural part, the results of the measurement of the validity and reliability of the structural measuring instrument and the fit indices have supported the conformity of the collected evidence with the theoretical model. According to the results of the first model of the research, the coefficients of the independent-dependent structure and the effect of the intermediate structure on the dependent are supported in a positive and significant way. The results of the second model are investigated from the coefficients of the interaction effect of three moderator variables with the mediating variable on the dependent variable and the results show that the interaction coefficients of the two paths are inverse and significant and one path is direct and significant. Therefore, all five hypotheses of the research have been confirmed.

The current trends in the business world, from the transition to a service-based economy and the development of ICT technologies, have significantly increased the importance of relationship-based loyalty for companies. In line with these developments, establishing a long-term relationship with the customer has become a vital strategy in the banking industry. The purpose of this article is to provide a model for evaluating the effectiveness of investment strategies in the Iranian banking industry with an emphasis on customer relationalism. Investment has an impact on customer relationships. In this regard, the statistical population is the customers of Keshavarzi Bank in Tabriz, which in the sample size of 417 customers, a questionnaire was completed. Simple random sampling method was used to select the samples and the research hypotheses were tested using structural equation modeling and AMOS software. According to the research findings, financial, social and structural strategies of investing in customer relationships have a positive effect on relationship quality, relationship quality has a positive effect on customer loyalty, word of mouth and customer share, and the effect of financial and social strategies on relationship quality in Relationship and non-relationship customers are different, but the effect of structural strategy on relationship quality is the same in relationship and non-relationship customers.

One of the challenges facing public organization in Iran is the lack of desirability in achieving expected performance. This performance weakness can have different causes. Among those are relations between the manager and the employee. There are various opinions about the relationship between the manager and the employee, but it seems that the quality of this relationship and its indicators in public organization is less discussed. The final purpose of the research is to examine the dimensions of the quality of the relationship between the manager and the employee and provide a measure of the quality of this relationship. The method is qualitative research. Therefore, using the method of theme analysis, the initial codes were identified and subsequently the subsidiary and main themes of the research concept were classified. The questioners are among the directors and staff of public organization in Iran who collected research data using surveyed and snowball sampling methods and interviewing tools, and this continued to theoretical saturation. Data were analyzed using MAXQDA software. As a result of the data analysis, 42 themes, 13 sub themes and 5 main themes were identified and finally, the research quality indicators of the relationship between manager and employee were presented.

The purpose of this study was to investigate the effect of customer relationship with the bank on customer behavior through intermediary variables of relationship quality and relationship strength. The present research was applied in terms of purpose and in terms of collecting descriptive information of correlation type. The statistical population of this study was all staff members working at the branches of SADERAT Bank, numbering 4662118. By using Cochran sampling formula, 645 people were selected through simple random sampling method. The research tools were standard questionnaire of value relationship and standard questionnaire of relationship quality and the standard questionnaire of customer behavior and power standard questionnaire. The validity of the questionnaires was assessed based on the content validity based on the opinion of the experts on the basis of the views of some of the statistical population and the structure by factor analysis method and after valid terms Word confirmation. On the other hand, the Cornbrash’s alpha method was used to determine the questionnaire of standard value of relationship (0.84) and standard questionnaire of relationship quality (0.81) and customer's standard citizenship behavior questionnaire (0.75), respectively. The standard strength questionnaire (0.70) was estimated. Data analysis was carried out at two descriptive and inferential levels including structural equation modeling. The results of the research showed that the value of customer relationship with the bank had a significant effect on customer's citizenship behavior through the relationship between quality of relationship and power. The coefficient of influence of the relationship with the mediation of the quality of the relationship was equal to 0.17 and with the mediating power of the relationship equal to 0.13 be.

The current Paper seeks to study the effects of Relationship quality on customer’s behavioral responses at different stages of the relationship life cycle in Iran's Banking industry. In this respect Agriculture bank of Iran was selected as the target population of the suggested theoretical model of this experiment and 417customers of the bank have participated as the statistical samples to achieve the goals of this paper. Samples were selected using simple random sampling and Research hypotheses were tested through structural equation modeling and AMOS software. Findings of the research showed that the quality of bank-customer relationship has positive effects on customer loyalty, word-of-mouth and customer’s share. Also the results of the research showed that by aging of the bank-customer relationship, the effects of relationship quality on word-of-mouth and customer’s loyalty are diminished but the effect of relationship quality on customer’s share is the same at different stages of the relationship life cycle.

Today, new form of marketing have emerged that relationship marketing is one of the most important ones. Many companies in order to achieve their goals and keep the customers have taken this style of marketing. Given the importance of this topic, the aim of this study was to evaluation the effect of relationship marketing on customer/supplier future interaction (Tehran Mellat Bank), The purpose of applied, cross-sectional, descriptive method of data collection, surveys and, The population of consumers Mellat Bank in Tehran that the sample of a sample of 384 Select and collect data standard questionnaire with Likert scale of five options by reviewing the history of research and measurement validity descriptive method of data collection, professors and experts and evaluators Mellat Bank organization reliability through Cronbach's alpha coefficient for the total scale 0.901 volume of 397 questionnaires that test hypotheses and analyze data by Kolmogorov-Smirnov, Hierarchical regression analysis, statistical software SPSS and LISREL software for structural equation modeling was used. The results of descriptive or demographic, the most customers were male, between 21 to 41 years, undergraduate education, Self-employed, most under 1 years of bank services and favorable experience of Mellat Bank, make up. Domestic In inferential, information exchange on the relationship quality and social exchange on the relationship quality and relationship quality there are significant positive impact on anticipation of future interaction.

In the present period in addition to attract customers, organizations are concerned to keep customer, developing of continual relationship and loyal customers. Relationship quality and perceived value are considered as the most effective concepts on customer loyalty. Accordingly, the present study has been aimed to assess the impact of perceived value and relationship quality on customer loyalty and its dimensions in the banking industry.
This research is a descriptive-survey study and a questionnaire was used to collect data. All customers of Saman Bank in Tehran metropolis was considered as a statistical population and a sample of 380 individuals were used for the study of the client. The structural equation modeling approach (SEM) and Confirmatory Factor Analysis (CFA) is used to analyze the data.
Research findings showed that relationship quality and perceived value have a positive significant effect on customer loyalty. In addition, it was found that two variables, customer perceived value and relationship quality, have a significant effect on customer loyalty dimensions.

The population of this study is the clients of private banks in all three areas of Yazd. 512 questionnaires were collected from the population, and finally, using structural equation modeling (SEM), and SPSS and PLS software, the hypotheses were examined. This study tries to investigate the theoretical foundations of the motivators of relationship brand quality, in order to present dimensions and components, zoning and conceptual research model, and in the next stage, the impact of dimensions of marketing activities such as customer-orientation on brand relationship quality, relationship-orientation on brand relationship quality, providing information on the brand relationship quality, relationship quality on the quality of brand relationship, the characteristics of service providers on the quality of brand relationship, flexibility on brand relationship quality, reputation on the quality of brand relationship, empathy on the quality of brand relationship were studied by using the customers' comments of private Bank of Yazd city. Based on the results, variables such as the providing information, relationship quality, flexibility, empathy and reputation on the quality of brand relationship have positive and significant relationship, and variables such as customer orientation, relationship orientation, and quality of service on the quality of brand relationship has not 98significant relationship.

The purpose of the present paper is to provide a customers’ loyalty model for car insurance customers of insurance companies with emphasis on the role of relationship bonds in marketing. Using a questionnaire, the data of 400 customers at insurance companies in Mashhad were gathered and analysed by SPSS and LISREL software. The LISREL was used for confirmatory factor analysis and testing research models. To investigate the reliability and conducting an exploratory factor analysis, SPSS software is used. The results indicated that all marketing relationship bonds have a positive and significant impact on loyalty. While financial and structural bonds have the greatest impact on customer loyalty, social bond has a positive and significant impact on services quality. Social bond has also the greatest impact on the relationship quality while structural bond has a positive and significant impact on the relationship quality and services quality. Services quality has a positive and significant impact on the relationship quality, and finally relationship quality has a positive and significant impact on loyalty.