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Title

EFFECTS OF RELATIONSHIP QUALITY ON CUSTOMER BEHAVIORAL RESPONSES AT DIFFERENT STAGES OF THE CUSTOMER RELATIONSHIP LIFE CYCLE: CASE STUDY OF TABRIZ KHESHAVARZY BANK

Writers

EBRAHIMY HAMID | AALI SAMAD

Pages

 Start Page 503 | End Page 528

Abstract

 The current Paper seeks to study the effects of RELATIONSHIP QUALITY on customer’s behavioral responses at different stages of the RELATIONSHIP LIFE CYCLE in Iran's Banking industry. In this respect Agriculture bank of Iran was selected as the target population of the suggested theoretical model of this experiment and 417customers of the bank have participated as the statistical samples to achieve the goals of this paper. Samples were selected using simple random sampling and Research hypotheses were tested through structural equation modeling and AMOS software. Findings of the research showed that the quality of bank-customer relationship has positive effects on customer loyalty, word-of-mouth and customer’s share. Also the results of the research showed that by aging of the bank-customer relationship, the effects of RELATIONSHIP QUALITY on word-of-mouth and customer’s loyalty are diminished but the effect of RELATIONSHIP QUALITY on customer’s share is the same at different stages of the RELATIONSHIP LIFE CYCLE.

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