depuis le 05 février 2011 :
Visualisation(s): 1090 (11 ULiège)
Téléchargement(s): 653 (4 ULiège)
print        
Abulfazl Sohrabi, Sadaf Khanbolooki & Toktam Ghazavi

Investigating the relationship between marketing mix of Parsian banking services and customer loyalty according to the mediating role of customer satisfaction

Article
Open Access

Document(s) associé(s)

Version PDF originale

Abstract

Today, many economic sectors such as banking industry have understood the necessity of paying due attention to customers. Retaining and attracting customers is an important factor for the success and achievement of competitive advantage. The present study aimed to investigate the relationship between marketing mix of Parsian bank banking services and customer loyalty considering the mediating role of customer satisfaction. The research method in this study is quantitative-inductive. Findings are obtained with regard to the views of 388 customers of Parsian bank branches in Tehran. Data analysis is done using confirmatory factor analysis and process analysis of covariance structures (structural equation modeling). The results of this study indicate that the measurement tool is reliable and valid and the research model has a good fit. The marketing mix has a significant positive effect on customer loyalty through customer satisfaction both directly and indirectly.

Keywords : bank, customer loyalty, customer satisfaction, marketing, marketing mix, service

Pour citer cet article

Abulfazl Sohrabi, Sadaf Khanbolooki & Toktam Ghazavi, «Investigating the relationship between marketing mix of Parsian banking services and customer loyalty according to the mediating role of customer satisfaction», Bulletin de la Société Royale des Sciences de Liège [En ligne], Volume 86 - Année 2017, Special issue, 421 - 433 URL : https://popups.uliege.be:443/0037-9565/index.php?id=6795.

A propos de : Abulfazl Sohrabi

Qom Paradise University, Qom, Iran

A propos de : Sadaf Khanbolooki

Elite Club, Qom Branch, Islamic Azad University, Qom, Iran

A propos de : Toktam Ghazavi

Department of business management, Science and Research Branch, Islamic Azad University, Tehran, Iran