The Mediating Role of Customer Satisfaction in the Relationship between Relationship Marketing and Customer

سال انتشار: 1399
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 264

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شناسه ملی سند علمی:

SPCONF06_0314

تاریخ نمایه سازی: 1 تیر 1400

چکیده مقاله:

The main objective of the present study was to explore the mediating role of customer satisfaction in the relation between relationship marketing and customer loyalty. To this end, a descriptive-correlation research method of the survey type was used. The research population included customers of ۳, ۴, and ۵ star hotels of Shiraz, of whom ۳۸۴customers were selected as the respondents in the research sample using Morgan table. The instruments used to collected data were standardized questionnaires including Relationship Marking Questionnaire, Caruana’s (۲۰۰۲) Customer Loyalty Questionnaire, and Gilbert’s (۲۰۰۰) Customer Satisfaction Inventory. The data collected through administering the questionnaires were analyzed using factorial analysis by LISREL and Pearson correlation and regression coefficients were estimated using SPSS. The results of the study suggested that relationship marketing and its components affected customer loyalty in selected hotels in Shiraz.

نویسندگان

Anahita Amirabadi

Department of Management, Marvdasht Branch, Islamic Azad University, Marvdasht, Iran

Hassan Soltani

Department of Management, Marvdasht Branch, Islamic Azad University, Marvdasht, Iran

sirous keshavarz

. Department of Management Najafabad Branch, Islamic Azad University, Najafabad, Ira