THE EFFECT OF SENSORY MARKETING ON CUSTOMER LOYALTY (CASE STUDY OF PASARGAD BANK BRANCHES IN SHIRAZ)
Publish place: International Conference of the Asian Academy of Management (Management, Innovation and Entrepreneurship a Global Challenge)
Publish Year: 1396
Type: Conference paper
Language: English
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Document National Code:
AAMC01_010
Index date: 17 August 2018
THE EFFECT OF SENSORY MARKETING ON CUSTOMER LOYALTY (CASE STUDY OF PASARGAD BANK BRANCHES IN SHIRAZ) abstract
The present study evaluates the effect of sensory marketing variable on customer Loyalty in Pasargad bank branches of Shiraz. Sensory marketing consists of components of olfactory, hearing, taste and vision. This research is from the perspective of the descriptive-correlation nature. The statistical population of this study was customers of Pasargad bank in active branches in Shiraz during the 3 months of autumn of 1395. The Data collection tool used in this study was a questionnaire consisting of demographic questions, sensory marketing components, customer Loyalty, which was distributed among customers of Pasargad Bank in active branches of Shiraz. The results were analyzed by SPSS software version 21 using multiple regression and Pearson correlation tests. The results indicate that the components of olfactory, hearing, taste and vision have had a direct and positive effect on customer satisfaction
THE EFFECT OF SENSORY MARKETING ON CUSTOMER LOYALTY (CASE STUDY OF PASARGAD BANK BRANCHES IN SHIRAZ) Keywords:
THE EFFECT OF SENSORY MARKETING ON CUSTOMER LOYALTY (CASE STUDY OF PASARGAD BANK BRANCHES IN SHIRAZ) authors
Mohammad Nikbakhti
Masters student, Department of Business Management, Marvdasht Branch, Islamic Azad University, Marvdasht,Iran
Hossein Miladian
Assistant Professor, Department of Management, Sarvestan Branch, Islamic Azad University, Sarvestan, Iran