The current study attempts to investigate the effect of the relationship marketing tactics on the customer’s loyalty. The present study has applied objective, is descriptive in nature, and is a survey. To analyze the data SPSS 19 and LISREL 8/8 software were used. The target population was the staff of the State University of Ilam, which has a population of 4620 people. The number of sample is equal to 353 according to Krejcie- Morgan Table. (Cronbach’s alpha for the entire equation was .906). Considering the influence of independent variants (quality of service, price perception, brand perception, value proposition, consumers’ trust, and customers’ satisfaction) on customer loyalty, ten hypotheses were formed, all of which were approved by average to high confidence. The more the level of relationship marketing tactics, the more the quality of relations with customers, which ultimately leads to customer loyalty.
کلید واژگان :Relationship marketing tactics, service quality, customers’ loyalty, customers’ trust, customer satisfaction
ارزش ریالی : 300000 ریال
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جزئیات مقاله
- کد شناسه : 4144749514038525
- سال انتشار : 2015
- نوع مقاله : پذیرفته شده در سایر مجلات علمی معتبر و علمی مروری و ISC
- زبان : انگلیسی
- محل پذیرش : Academic Journal of Economic Studies
- برگزار کنندگان :
- ISSN : 2393-4913
- تاریخ ثبت : 1394/08/23 13:29:00
- ثبت کننده : احسان نامدار جویمی
- تعداد بازدید : 251
- تعداد فروش : 0