جستجوی مقالات مرتبط با کلیدواژه « Relationship marketing » در نشریات گروه « مدیریت »

In the present world, the advanced technologies and new marketing concepts, made most companies struggle to focus on and gain to customer needs as best they can. This also have made most companies focus on their marketing strategy and value creation and trying for improved performance. The inbound marketing strategy and relationship marketing are the strategy of growing organization by building meaningful, lasting relationships with customers. It is about valuing and empowering these people to reach their goals at any stage in their journey with organization. Thus according to this strategy, company goal is to attract new prospects, engage with them at scale, and delight them individually. The present study aims to answer the question of whether there is a relationship between inbound marketing strategy, relationship marketing and Customers engagement The Mediating Role of Customer Engagement and Brand Trust in Melat Bank in Isfahan. The study is applied in terms of purpose. This structural equation modeling-based descriptive survey explains Inbound Marketing Strategy, Relationship Marketing and Brand Loyalty. The Mediating Role of Customer Engagement and Brand Trust in Melat Bank in Isfahan. The statistical population of the study consisted of customers of Mellat bank in Isfahan, Using the convenient sampling method by Cochran's formula, 360 customers were selected as the research sample. The research conceptual model was identified by reviewing books, documents, articles, theses, databases, and internet networks. To verify the questionnaire reliability of the questionnaire was verified using Cronbach's alpha coefficients and compositional reliability. The research data were analyzed using SPSS.28 and AMOS.22 and structural equation modeling. To test the hypotheses, the partial least squares method has been used, which is one of the approaches to structural equation modeling, and that has been done using AMOS.22 software. Furthermore, the research’s main hypothesis testing also revealed that, inbound marketing strategy on customer engagement, while relationship marketing had influenced on both of customers engagement and brand trust. In addition, the results of testing the hypotheses of study refer to, customers engagement impacted on both brand trust and brand loyalty. In addition, brand trust influenced brand loyalty. According to bank Melat managers, to reach their audience and , start by creating and publishing content such as blog articles, content offers, and social media, that provide value. Examples include guides on how to use their products, information about how their solution can solve challenges, customer testimonials, and details about promotions or discounts. To attract customers trust and loyalty of brand and achieving their engagement on a deeper level through inbound marketing and relationship marketing, optimize all of this content with an search engine optimization strategy by define target specific keywords and phrases related to products or services, the challenges they solve for customers, and the ways they help target audience members. This will allow their content and information to organically appear on the search engine results page for the people who are searching for this information also known as their target audience or the right customers for their business. In addition When bank melat managers using inbound strategies to engage their audience, ensure they’re communicating and dealing with leads and customers in a way that makes them want to build long-term relationships with them. Incorporating thoughtful, well-timed chat bots and surveys to assist, support, and request feedback from customers is a great way to delight these people. Bots and surveys should be shared at specific points in time throughout the customer’s journey to ensure they make sense and are of value. Social media listening is another important strategy when it comes to delighting customers. Social media followers may use one of profiles to provide feedback, ask questions, or share their experience with products or services. Respond to these interactions with information that helps, supports, and encourages followers this shows they hear and care about them.

The concept of "relationship marketing" has attracted considerable research attention from marketing researchers during the last two decades. The fundamental advantage of the relationship marketing approach is to create stronger customer relationships that increase performance results that include sales growth, market share, profits, return on investment, and customer retention. The current research was conducted with the aim of investigating the impact of relational marketing on the brand value of competitive products. Therefore, this research is an applied research in terms of its purpose. The present research, in terms of the method of collecting descriptive information of the type of correlation, the statistical population of this research includes the customers of Hyperstar products in Tehran. According to Cochran's formula for the unknown population size, the sample number was 384 people. The sampling method in this research is non-probability sampling. The required data were collected through a questionnaire tool (Nguyin et al.'s relational marketing questionnaire (2012) and Yu et al.'s brand value (2000)). The face and content validity of the questionnaire was confirmed by using the expert opinions of the professors and the reliability of the questionnaire was confirmed by using the Cronbach's alpha calculation method. The collected data were analyzed through SPSS19 software. The results of this analysis also showed a positive and direct relationship between internal marketing and brand value.

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.

Due to the fact that customer expectations are constantly increasing, organizations are required to go beyond the basic needs of customers, meet customer expectations, and shift their focus from merely satisfying customer needs to building loyalty and trust by creating long-term relationships. , mutual and profitable (quality of communication) for both parties. With the understanding they have gained of the importance of customer satisfaction, organizations are gradually moving away from traditional marketing and tending towards relational marketing. ; Therefore, the purpose of this research was to formulate and validate the relational marketing model in the banking industry of Iran with the approach of building trust and building customer loyalty with a mixed approach. Quantitative) has been analyzed. In the first stage, qualitative method and in-depth interviews were used to identify the components of the model. In the qualitative part, there are 15 university experts who were selected in a targeted way. In order to analyze the data of the qualitative part, the theme analysis method was used using MaxQuda software. Next, in order to fit the model designed in the qualitative part, a quantitative method with a structural equation modeling approach was used. The participants in this section included 384 customers of Bank Mellat in Hormozgan province, who were selected using the available probability method. The tool of data collection in the quantitative section was a questionnaire based on the findings of the qualitative section, whose validity and reliability were confirmed. Quantitative part data analysis was done by pls4 software. The results of the qualitative part showed that 15 interviews, including 7 main categories and 16 subcategories and 60 codes, were identified for developing the relational marketing model. In the quantitative section, it was found that there is a significant relationship between relational marketing and its factors, and the designed model has an acceptable fit. Relationship marketing is an old idea with a new approach. Because of the significant benefits of relationship marketing, companies are moving towards choosing relational interactions over isolated interactions. Individual interactions are formed in the short term and relational interactions are formed in the long term. Relational interactions are preferred to isolated and short-term relationships due to the increased competitiveness of companies. Relationship marketing largely depends on the customer's attitude towards the service organization, commitment and performance and communication of the employees.

One of the main factors of success in B2B markets is the quality of relationships with customers. Attracting and retaining customers in B2B marketing seems to be more difficult than in B2C markets, due to the specific and limited number of customers. Therefore, the purpose of this study is to provide a model that explains the quality of relationships with corporate customers.

The statistical population of this study included financial managers and sometimes CEOs, board members, or senior financial experts of companies who make use of the banking services of Eghtesad-e Novin Bank (EN Bank). Five hundred and ninety-five individuals (5 times the number of questions) were selected by random sampling method. The data collection tool was a questionnaire. Content validity was used to evaluate the validity of the questionnaire and Cronbach's alpha coefficient was used to evaluate its reliability. To investigate the conceptual model of the research, structural equation modeling by Amos software was used.

According to the measurement model and structural model of the research, the validity of the extractive model was confirmed. The company features with an impact factor of 0.33, bank connector features with an impact factor of 0.14, Interaction features with an impact factor of 0.6, and environmental features with an impact factor of 0.48 had a positive and significant effect on the quality of the relationships with customers. Customer relationship quality with a coefficient of 0.59 had a significant effect on the consequences and results of customer relationship quality.

Company features, bank connector features, interaction features, and environmental features are the preconditions affecting customer relationship quality. The customer relationship quality includes consequences such as customer loyalty, purchase rate, development of future interactions, positive word of mouth, and relationship continuity.

Since relationship marketing is a fundamental necessity for achieving a competitive advantage, today companies with superior performance in various industries, through close and long time relationships with customers, maintain and gain their loyalty-to try to achieve this important thing. Accordingly, this study addresses the role of relationship marketing in achieving competitive advantage in the insurance industry. The current research has purpose of applicable And data collection for the study was descriptive – survey. The sampling population for this study is the policyholders of Iran insurance company in the city of Tehran. For the sampling, Multi-Stage clustered sampling has been used 410 samples of people were obtained. For data analysis, hypothesis and model testing we use the structural equation modeling and confirmatory factor analysis through Spss and Lisrel Statistical software.The results showed that Relationship marketing tactics have effect on service quality and relationship quality variables. Service quality have positive effect on relationship quality and relationship quality have significant and positive effect on competitive advantage. Therefore, Relationship marketing tactics through service quality and relationship quality have significant and positive effect on competitive advantage. Bilateral and reciprocal relations between insurers and insurance companies have established due to the implementation of relationship marketing, which plays an important role in the success of these companies.

The purpose of this study is to present a sales model of new products in the country's tire industry through relational marketing methods. Since in this applied research, the main goal is not only scientific discovery, but also to test and study the application of knowledge, so the method of this research is applied in terms of purpose and has been done by exploratory method. The data collection method is quantitative and the data collection tool is a questionnaire. Therefore, 375 people participated in this study. The collected data were analyzed by descriptive and inferential methods through SPSS 16 and Smart PLS software. After conducting the research, the results showed that: systematicity, technology orientation, design orientation, market orientation, use of resources, the basis of efforts for new goods, conceptualization of new goods, and finally new product management; Under the heading of market components of selling new goods by one-to-one marketing method; Approved. Model fit tests showed the validity of the model.

The political marketing interdisciplinary field of study has always been affected by marketing concepts; the relationship approach is one of those that brings about a new trend of research some of which is known as Political Relationship Marketing (PRM). This research has as its main objective to review and summarize the literature on PRM and to explain the fundamental concepts in shaping it. Moreover, due to scattered research ont PRM and also lack of a comprehensive framework for applying it, the qualitative research method of Systematic Literature Review was used. Domestic and foreign authentic databases were used to search and thematic analysis technique was applied to analyze the data. The results showed that six central categories have had the highest frequency in our research: political market research, political marketing communication, political marketing strategy, post-election political marketing, internal political marketing and political branding. The consequences indicate that researchers by putting the classical thinking of political marketing aside believe that relational political interactions can enhance collaboration and coopetition instead of inappropriate political conflicts. The scientific and practical importance of PRM requires its playing a maximum role at macro and micro levels of management so that it could come to fruition. Interactions between political entities and people should be societal and continuous instead of isolated and periodical. Moving toward this desired state requires political stakeholders’ change in thinking and acting if they want to show more committed long-term interactions.

The purpose of this study is to provide a model for the market for the sale of new goods using the one-to-one marketing method. Since in applied research, the main goal is not only scientific discovery, but also to test and study the application of knowledge, so the method of this research is applied in terms of purpose and has been done by exploratory method. The data collection method is mixed (quantitative and qualitative) and the data collection tool is interviews with experts by conducting specialized interviews in Delphi method and a questionnaire. Therefore, 375 people from the market of selling new goods by one-to-one marketing method (in the quantitative section) and 17 experts and specialists in this field (in the qualitative section) participated in this research. The collected data were analyzed by descriptive and inferential methods through SPSS 16 and Smart PLS software. After conducting research, the results showed that: systematicity, technology orientation, design orientation, market orientation, resource use, the basis of efforts for new goods, conceptualization of new goods, and finally new product management; Under the heading of market components of selling new goods by one-to-one marketing method; Approved. Model fit tests showed the validity of the model.

The impact of organizations on the intention to repurchase consumers in today's highly competitive markets is one of the main issues and challenges for organizations that companies must recognize and personalize the needs of customers in order to survive and be active in investing in customer relations to  act. The purpose of this study is to investigate the effect of multidisciplinary marketing strategy including relationship marketing and personalization on consumers' intention to repurchase through appreciation. Data were collected by distributing 390 questionnaires among customers of luxury restaurants in Mashhad. The relationship between the variables was investigated through structural equation modeling with the help of AMOS software. The results show that relationship marketing and personalization affect customers' repurchase intent; In addition, relationship marketing and personalization have a positive and significant effect on appreciation. Also, the role of appreciation mediation in the relationship between relationship marketing and personalization with the intention of repurchasing customers was confirmed.Competition in the restaurant industry is growing, especially among luxury restaurant owners, and restaurants that used to have a good market share are now worried about losing customers as a result of their market share. However, with increasing competition among restaurant owners, success in this area is no longer easily possible, because customers, as in the past, do not just go to restaurants to eat, but to have the best service to have a good time. As the number of restaurants increases, more options will be available to customers, and in these circumstances, expecting customer loyalty is a mistake. Restaurant owners expect to have an impact on customer reuse for the huge costs they incur in setting up stylish and luxurious restaurants to leave beautiful memories in the minds of their customers. So in today's era, in order to influence customer purchases, multifaceted attention and impressing customers using several marketing methods is a way to success. Among the issues mentioned influencing customers, we can mention relational marketing, personalization and appreciation, which have been widely considered by researchers in recent years. The city of Mashhad, as the largest guest city in Iran, receives about twenty million guests annually, while the population of the city as the second largest and most populous city in Iran makes it a place with high potential for the construction and operation of the hospitality industry. Therefore, the necessity of conducting research can be expressed as follows: The importance of designing practical solutions to influence consumers' intention to repurchase in the food industry is increasingly felt.2. Losing customers entails huge costs for the organization, and in addition, customers who leave organizations turn to competing organizations. 3. Given that most studies on the use of several marketing methods simultaneously and its effect on repurchase intention Consumerism has taken place in developed countries and the food industry has been neglected. To better understand this phenomenon, research is needed according to the cultural conditions of Iranian society.  

This research is applied in terms of purpose and survey-analytical in terms of method. Standard measures of previous studies were used to measure the variables. Questionnaire questions in relational marketing variable 3 questions from Mishra studies (2016), in the field of appreciation 3 questions from research conducted by (Hassan et al., 2015), 5 questions about personalization from studies (Hassan et al., 2014) and finally Three questions were selected to measure repurchase intention taken from studies (Palmiter et al., 2009). The validity of the questionnaire constructs was also evaluated using factor analysis technique. Customers of luxury restaurants in Mashhad who have used the services of these restaurants more than twice make up the statistical population of this study. Cochran's formula was used to determine the sample size for the unknown community (384 people). Since some of the questionnaires were not returned, 450 non-randomly available questionnaires were distributed among the customers of these restaurants, and at the end of the follow-up, 390 of these questionnaires were returned to the researchers for analysis. In order to analyze the data, various methods of statistical analysis, such as modeling structural equations to fit the pattern of these equations using the collected data, Pearson correlation analysis has been used to calculate zero-order correlation coefficients. In this study, the features of AMOS software such as torque structure analysis and social science statistical features of SPSS software were used.

In this study, seven hypotheses were formulated that were confirmed. Therefore, based on the results of research in the statistical community, it can be said that: relational marketing and personalization affect the intention to repurchase customers; In addition, relationship marketing and personalization have a positive and significant effect on appreciation. The role of gratitude mediation in the relationship between relationship marketing and personalization with the intention of repurchasing customers was also confirmed.Discussion and

Considering the results of the research, it can be claimed that the adoption of multifaceted marketing strategies in the organization has a significant effect on increasing the impact on the intention of customers to buy restaurants in Mashhad. And by having multifaceted marketing strategies, it is possible to meet the needs of customers in different ways and achieve a satisfied customer who will show his loyalty in future purchases from the organization. Therefore, managers in the service industry remained industry. Tourism and restaurant management should be diligent in adopting multiple marketing strategies at the same time and seek to improve customer relationships by adopting multidisciplinary marketing strategies. According to the obtained results, these suggestions are that restaurant managers with strategic planning in order to create long-term bilateral relationships to instill a sense of gratitude in their customers and by training a tasteful, creative and capable force in creating verbal communication in the direction of attention to Making connections in addition to the above is achieved according to the results, restaurant managers should seek to know their customers and by hiring and training skilled people, conducting thorough marketing research to obtain customer information and personalize services for them In this way, to prove the customer's sense of attention to him in practice. Another suggestion is to use customer relationship techniques and the science of consumer behavior to influence customer repurchase intent. The application of new methods of marketing research to identify the new needs of customers and the development of a variety of services in line with these needs, as well as the use of new methods of sales, promotions, special discounts, awards and lotteries should be considered. Use trained people in the sales department in such a way that these people communicate well with customers and in line with the organization's strategy to instill in them a sense of appreciation for the customer's purchase. Other suggestions include having a suitable strategic plan for marketer research to identify the tastes and needs of customers and having an integrated marketing plan for the organization. The above seeks to create a customer-oriented appreciation so that the consumer fully understands that the organization values ​​the customer's trust and appreciates his behavior.

This study has been developed and implemented with the aim of designing a model that contains effective factors, dimensions, and consequences of intimacy between customers and service provider in the insurance industry. In order to achieve the research`s objectives, the qualitative and exploratory approach of the grounded theory was used. The necessary sample to examine the research question was obtained through the theoretical sampling method and the necessary data were collected through in-depth and semi-structured interviews until theoretical saturation. In total, 10 interviews were conducted with experts in the fields of marketing and industrial management, general psychology, representatives, and employees of the insurance industry. For data analysis, the systematic approach of Strauss and Corbin was used by going through three stages of open, axial, and selective coding, and finally, a paradigmatic model of the research was presented. At the end of data analysis, 116 concepts were identified in the form of 36 categories and 13 main categories. The results show that individual, interpersonal, and marketing factors were introduced as causal and effective conditions on creating a central category of customer intimacy, and through strategies of self-interpreting, emotional intelligence, transparency, customization, process facilitation, and value creation, they lead to consequences for the customer level (attitude and behavioral intentions) and the service provider level (profitability, employee productivity). Also, organizational, temporal, and spatial factors were identified as contextual conditions and interactive, environmental factors as intervening conditions.

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 purpose of this research is to further develop a model of buyer-seller relationship in industrial markets based on the buyer’s approach in supply chain of Iran oil industry. Given the increasing competition in industrial markets (B2B), the buyer- seller relationship is considered as an appropriate model for establishing and maintaining a long-term relationship with customers.

This mixed research is applied, fundamental, and developmental in terms of orientation. And it is a descriptive survey in terms of data collection. The qualitative phase of the present study concerns with the identification of themes and components of the buyer-seller relationship; it also includes the development of the primary and secondary parameters accordingly. In the quantitative phase of the present study and based on the literature review and results of the qualitative research, the conceptual model was developed, and then evaluated using structural equation method (partial least squares). The statistical population for the qualitative phase includes managers and purchasing experts working in companies affiliated with the National Iranian Oil Company who had at least ten years of work experience in the field of purchasing with a bachelor's degree or higher. At this stage, the snowball sampling method was used. In other words, the interviewees were asked to introduce other experts in the industry.

The results indicated the positive impact of the quality of buyer-seller relationship on the customer’s perceived value and attitudinal loyalty. Moreover, the relationship quality has a positive effect on behavioral loyalty (intention to repurchase) through the mediating rooe of attitudinal loyalty. On the other hand, the positive effect of the customer’s perceived value on attitudinal and behavioral loyalty was supported by the findings of this study. However, the direct effect of relationship quality on behavioral loyalty was not supported among industrial customers. Besdies, the negative effect of market turbulence (mediating variable) on the association between relationship quality and customer’s perceived value was also confirmed.

A few studies have investigated industrial marketing, especially the area of buyer-seller relationships in industrial markets. The present study contributes to the literature by developing a local model of buyer-seller relationship, its dimensions, as well as the customer’s perceived value among Iranian industrial buyers. The innovative contribution of the present study refers to the empirical examination of the impact of relationship quality and the customer’s perceived value on attitudinal and behavioral loyalty. Furthermore, market turbulence was identified and examined as an intervening variable in the buyer–seller relationship model for the first time in this study

The joining of consumers to online brand community provides the brand managers with potential opportunities offered upon extensive interactions and establishing strong emotional relations between the firms and customers. A review of the studies performed so far show that the research on the importance of the joining of consumers to Online Brand Community, as a first step toward having them engaged with the brand, is by far inadequate. Therefore, the aim of the present work is to fill in this research the gap and identify the factors hindering the virtual relationship between the firms and their customers. The required data was collected via a qualitative approach based on thematic analysis, purposive sampling, and interviews with 12 consumers of three internet service providers (Shatel, HiWeb, and Sabanet). The data was then, coded and analyzed, and the network of the extracted themes was developed. The main themes identified in this research included negative consumer’s attitude toward the social networks, the product type, preference of the company’s interests over the customer’s interests, lack of the customer’s awareness of the presence of the company on social networks, less than enough involvement of the consumer with the product, the consumer’s dissatisfaction with the brand, provision of alternative services, inappropriate image of the Online Brand Community, devaluation of the other members’ information, and failure to offer attractive financial incentives.

According to the relationship benefits approach, companies are required to provide relationship benefits to the customers in order to build and maintain the relationships, which is costly and time consuming in practice. But, the main question is whether the customers whose level of relationship is different from the others can perceive the benefits of the relationship equally or their perceived benefits of the relationship are different depending on the degree of their relationships? If so, can the Customer Relationship Index be used to classify the customers in order to increase the effectiveness of the relationship benefit programs? How do the different types of perceived relationship benefits change by the changes in the relationships? Therefore, the purpose of this study is to answer these proposed questions.

The present descriptive research is applied in nature. The statistical population of this study included the customers of the services and the samples were selected using non-probability and available sampling method. 543 individuals were surveyed using electronic questionnaires. The validity of the instruments was confirmed by three methods of content validity, convergent validity, and divergent validity; the reliability of the questionnaires was also confirmed using Cronbach's alpha, composite reliability, and the mean of the explained variance. Structural equation modeling and confirmatory factor analysis were performed through AMOS software and the research hypotheses were tested using one-way analysis of variance (ANOVA) in SPSS software. The Kaiser-Meyer-Olkin (KMO) index and the Bartlett’s test were used to ensure the adequacy of the data for factor analysis.

The results of the analysis of the hypotheses based on ANOVA showed that the four types of relationship benefits are not the same at different levels of customer relationship orientation and the differences are statistically significant. Accordingly, the differences in the customers’ perception of trust benefits at a significant level of 0.05 as well as in their perception of social benefits, particular behavior benefits, and respect benefits at a significant level of 0.001 have been confirmed.

Perceived trust benefits may vary depending on the degree of customer relationship orientation, and the differences between the customers’ low, medium, and high relationship orientation is statistically significant. The results also showed that the customers with high relationship orientation perceive trust benefits more than the other customers. On the other hand, the results showed that social benefits have the most changes compared to other types of relationship benefits in these three groups of the customers with low, medium, and high relationship orientation. The reason for these drastic changes may be due to the fact that receiving services requires social interactions between the sellers and the buyers. In addition, the results showed that the benefits of particular behaviors have the second highest changes among the respective customers. Since the benefits of particular behaviors include discounts and lower prices for the customers, they can be very costly for the company if they are not effective. On the other hand, offering special benefits to a customer can lead to a sense of discrimination among other customers, which in turn can damage the reputation of the company. Finally, the results indicated that the benefits of respect in all the three groups of customers with low, medium, and high relationship orientation were higher compared to the social benefits and the benefits of particular behaviors. Customers with high relationship orientation perceive the benefits of respect more than the other types of benefit, which shows the importance of respect for service customers in Iran.

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.

For banks and financial institutions, it is important to pay attention to the phenomenon of reduced customer loyalty. Today's banks and financial institutions seek to identify and manage effective methods and patterns of creating andpromoting customer loyalty. The implementation of customer equity drivers (CED) as a crucial marketing tactic to surgecustomer loyalty intentions is very important. Also,the significance of customer emotionsas moderator between CED and customer loyalty intentionshas been ignored by the previous studies.Therefore, this research aims to fill the gaps of previous researchesin the field of customer loyalty of banks. In this study, considering customer emotions, as a mediator in the relationship between customer equity drivers and customer loyalty intentions, a structural equation model to explain the factors affecting customer loyalty intentions of Noor Credit Institution was presented. Sampling by random method is simple and the number of samples is 483. Partial least squares and hierarchical regression methods were used to analyze the research hypotheses. The results show that among the drivers of customer equity, value equity and relationship equity have a direct impact on customer loyalty intention. Negative emotions also have an adverse effect on customer loyalty. Finally, customer engagement has a direct effect on customer loyalty intention.

Because the growth of various research in the field of relational marketing and its role in consumer loyalty has led to the dissemination of information in this field; Therefore, it is very important to conduct combined research that puts the extract of research conducted in this field in a systematic and scientific way in front of researchers. The aim of this study was to quantify the results of research conducted in the field of the impact of marketing-related foundations on consumer loyalty, using meta-analysis method and comprehensive CAM2meta-analysis software. 01studies conducted in this field in Iran. Has set.The meta-analysis of the relationship between relational marketing foundations (including trust, conflict management, communication management, and commitment) showed that trust and commitment foundations were most affected by the size of the effects of 154.0and 15410, respectively; And the foundations of communication management and conflict management, with a size of 15321and 15310, respectively, have the least impact on the loyalty of Iranian consumers.

Given the special importance of customers in emerging organizations, this paper presents a customer loyalty model based on 8 factors influencing: customer loyalty including: trust, quality of service, transfer cost, reputation, commitment, perceived value, and satisfaction in 8 emerging private banks in Tehran. The data collection tool of this quantitative and survey strategy study was a questionnaire distributed among the statistical population of 340 members who were selected by random sampling. Statistical analysis was performed by the regression method and then the ANN model. The results of the regression model showed that the highest influence was for loyalty, trust, quality of service, and empathy on customer perceived value factors. And the most effect on customer satisfaction was for trust, quality of service, empathy, and commitment modes. Customer perceived value and satisfaction were directly related to customer loyalty. The results obtained from the artificial neural network model indicate that it has fewer errors than the regression model.

The purpose of the research, which is to follow, is whether the different aspects of the marketing relationship have different effects on customer appreciation and, consequently, on customer loyalty. Therefore, the main question of this research is whether the relationship marketing components affect the customer's trust and, consequently, the customer loyalty in the chain stores of the Khoroush Ofogh in Mazandaran province. This research was applied to the target and the required data were collected through a questionnaire. Library studies have also been used to write the required theoretical literature in the area under study. The statistical population of all customers is the Khoroush Ofogh chain stores in Mazandaran province. According to unlimited society, the sample size was 384 people. Data analysis was done through descriptive and inferential statistical methods using SPSS software and by regression test. The results of the first main hypothesis of the research showed that the relationship marketing has a positive and significant effect on the customer's reputation. The results of the second main hypothesis of the research showed that customer's sense of customer loyalty has a significant positive effect on the chain stores in the Kourosh horizon chain of Mazandaran province. The results of the sub-assumptions of the research showed that trust, commitment, communication and conflict management have a positive and significant effect on the customer's goodness in the chain stores of Khoroush Ofogh in Mazandaran province.