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Paper Information

Journal:   JOURNAL OF MARKETING MANAGEMENT   summer 2016 , Volume 10 , Number 31 #m00570; Page(s) 97 To 114.

The Effect Marketing Activities on Corporate Brand Relationship Quality in Banking Sector (Case of Study: Private Bank of Yazd(

Author(s):  Mirahmadhi Baba Heydari Seyed Mehdi*, Tabatabaii Nasab Seyed Mohammad
* Financial Management Trend, Faculty of Management, Yazd University, Yazd, Iran
The population of this study is the clients of private banks in all three areas of Yazd. 512 questionnaires were collected from the population, and finally, using structural equation modeling (SEM), and SPSS and PLS software, the hypotheses were examined. This study tries to investigate the theoretical foundations of the motivators of relationship brand quality, in order to present dimensions and components, zoning and conceptual research model, and in the next stage, the impact of dimensions of marketing activities such as customer-orientation on brand relationship quality, relationship-orientation on brand relationship quality, providing information on the brand relationship quality, relationship quality on the quality of brand relationship, the characteristics of service providers on the quality of brand relationship, flexibility on brand relationship quality, reputation on the quality of brand relationship, empathy on the quality of brand relationship were studied by using the customers' comments of private Bank of Yazd city. Based on the results, variables such as the providing information, relationship quality, flexibility, empathy and reputation on the quality of brand relationship have positive and significant relationship, and variables such as customer orientation, relationship orientation, and quality of service on the quality of brand relationship has not 98significant relationship.
Keyword(s): Relationship Quality,Banking,Marketing Actions
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