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Study of Effective Relationship Marketing on Service Quality Provided and Loyalty Customers (Case Study: Tehran Shahrvand Chain Stores)

Author

Listed:
  • Mohammad Mahmoudi Maymand

    (Department of Business, Administration and MBA, Iran)

  • Ali Kazemi

    (Business Administration Marketing, Islamic Azad University, Kish International Branch, Iran,)

  • Nazanin Sadat Fatehi

    (Islamic Azad University, Kish International Branch, Iran.)

Abstract

Relationship marketing is the art of business today. To maintain key customers (profitable) existing skills to create the proper relationship with the customer is essential. Research has shown that the cost of attracting new customers 5 times the cost of retaining existing customers. In this study, the effect on quality of services provided relationship marketing and loyalty customers are addressed. The populations of the study are consumers of Tehran Shahrvand chain stores. In this study, data analysis, structural equation modeling was used to describe the research. Based on the conceptual model, the relationship between relationship marketing dimensions (trust, commitment, communication, conflict handling) on the quality of services provided and loyalty customers investigated research shows that all hypothesis of research ways and have been approved.

Suggested Citation

  • Mohammad Mahmoudi Maymand & Ali Kazemi & Nazanin Sadat Fatehi, 2017. "Study of Effective Relationship Marketing on Service Quality Provided and Loyalty Customers (Case Study: Tehran Shahrvand Chain Stores)," International Review of Management and Marketing, Econjournals, vol. 7(3), pages 165-170.
    • Handle: RePEc:eco:journ3:2017-03-21
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    References listed on IDEAS

    as
    1. Odekerken-Schroder, Gaby & De Wulf, Kristof & Schumacher, Patrick, 2003. "Strengthening outcomes of retailer-consumer relationships: The dual impact of relationship marketing tactics and consumer personality," Journal of Business Research, Elsevier, vol. 56(3), pages 177-190, March.
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    More about this item

    Keywords

    Relationship Marketing; Service Quality; Loyalty Customers;
    All these keywords.

    JEL classification:

    • C32 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Time-Series Models; Dynamic Quantile Regressions; Dynamic Treatment Effect Models; Diffusion Processes; State Space Models
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products
    • O47 - Economic Development, Innovation, Technological Change, and Growth - - Economic Growth and Aggregate Productivity - - - Empirical Studies of Economic Growth; Aggregate Productivity; Cross-Country Output Convergence

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