The Effects of Relationship Marketing on the Increase Customers' Loyalty (Case Study: Melli Bank in Rasht)

In today's world Purchasers are faced with many questions for decision in the purchase process. In this challenging environment, among organizations and companies accelerating change is being forced to communicate with customers and make them loyal to their priority. Organizations have been forced to change their response to the market. They have focused more on customers and less on products. They have to have a long-term view rather than short-term view. In this path, organizations have turned to new strategies for relationship marketing. In this research, a question arises: Does relationship marketing increase customer loyalty is the Melli Bank? Hypothesis rests on this question is: Relationship marketing is to increase customer loyalty Melli Bank branches. This research tries to examine Effects of relationship marketing Include the quality relationships, commitment, trust, By Bank and The Bank's ability to manage conflict Melli Bank to increase customer loyalty. The population number was over 100,000 and 384 questionnaires were distributed completed by the researcher. Statistical methods the regression was performed using SPSS software evaluating variables. The results suggest that an increase in customer loyalty Melli Bank are three variables the Bank's ability to manage conflict, commitment and quality of communication whereas there are increasing with loyalty variable trust by bank

Keywords:

Relationship Marketing , Customer Loyalty , Banking Industry