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Relationship marketing and word-of-mouth communications: Examining the mediating role of customer loyalty

Author

Listed:
  • Mohsen Akbari

    (Assistant Professor, University of Guilan, Iran)

  • Reza Kazemi

    (MBA Student, Islamic Azad University, Rasht, Iran)

  • Masoomeh Haddadi

    (MBA Student, University of Guilan, Guilan, Iran)

Abstract

In competitive markets, maintaining customers and building trust and loyalty are considered important in marketing relationship. Banks have invested some ways to improve customer loyalty for developing their activities. The aim of this study was to investigate the effect of relationship marketing on word-of-mouth communication in the Melli Bank branches of Roodsar in which customer loyalty had the mediation role in their relationship. The study was an applied research adopting a descriptive method. The data were gathered using questionnaire method and the study population consisted of customers of Melli Bank in Roodsar. Following this, 460 questionnaires were distributed among customers of the Melli Bank branches using convenient sampling and finally 420 questionnaires were collected for analysis. LISREL software is employed to analyze the data. Findings revealed that the relationship marketing had significant positive impact on customer loyalty and also customer loyalty led to increasing of word-of-mouth communication.

Suggested Citation

  • Mohsen Akbari & Reza Kazemi & Masoomeh Haddadi, 2016. "Relationship marketing and word-of-mouth communications: Examining the mediating role of customer loyalty," Marketing and Branding Research, EUROKD, vol. 3(1), pages 63-74.
    • Handle: RePEc:bco:mbraaa::v:3:y:2016:p:63-74
    DOI: 10.33844/MBR.2016.60193
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    References listed on IDEAS

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    1. Zhang, Jason Q. & Craciun, Georgiana & Shin, Dongwoo, 2010. "When does electronic word-of-mouth matter? A study of consumer product reviews," Journal of Business Research, Elsevier, vol. 63(12), pages 1336-1341, December.
    2. Fontenot, Renee J. & Hyman, Michael R., 2004. "The antitrust implications of relationship marketing," Journal of Business Research, Elsevier, vol. 57(11), pages 1211-1221, November.
    3. Habibollah Doaei & Abbas Rezaei & Rozita Khajei, 2011. "The Impact of Relationship Marketing Tactics on Customer Loyalty: The Mediation Role of Relationship Quality," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 2(3), pages 83-93, August.
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    1. Annelie Moukaddem Baalbaki & Nadia Jiryes Azzam & Abdul-Nasser El-Kassar, 2017. "The influence of social media behavior of university students in Lebanon on their purchasing habits: The mediating effect of e-Word-of-Mouth," Marketing and Branding Research, EUROKD, vol. 4(4), pages 303-309.

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