Determints of customer loyalty based on marketng capabilities
Publish place: 2nd International Conference on Management, Entrepreneurship and Economic Development
Publish Year: 1392
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
EME02_1756
تاریخ نمایه سازی: 14 شهریور 1393
Abstract:
E-banking has become a new channel for enhancing competitive advantages in the banking sector. In a competitive banking environment, Iranian banks should proactively improve the Internet banking services to attract customers and putting in constant effort to provide satisfactory services. In this regard, there is a consensus among researchers that businesses should not only consider gaining new customers, but also building long-term relationships with current customers (Bourdeau, 2005). In spite of the increased interest and attention to loyalty, most of studies often measure customer loyalty from an individual-internal perspective. However, organizational aspects of loyalty were ignored. Using Resource-Based View theory, this study fills the gap in existing literature by providing a model to investigate the relationship between marketing capabilities with customer loyalty. Marketing capabilities in this study includes; customer-linking, brand and innovation capabilities
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Authors
Mojgan Bahrami Samani
Universiti Teknologi Malaysia (UTM), Skudai, Johor, Malaysia
Noor Hazarina Hashimb
Universiti Teknologi Malaysia (UTM), Skudai, Johor, Malaysia
Naser Khanic
Islamic Azad University, Najafabad branch, Iran
Hossein Hakimpoore
Islamic Azad University, Birjand Branch, Iran