Authors : Karim Mazarei and Fazlollah Kazemi
Abstract: In order to evaluate the impact of relationship marketing on customer’s satisfaction with regard to the mediating role of service quality this research was performed in the branches of Bank Ghavamin of the city of Shiraz. The statistical population of this research includes customers of 16 active branches of Bank Ghavamin of the city of Shiraz and sampling has been used for collecting data from customers. In this research the relationship marketing, customer’s satisfaction and service quality variables were measured and the data was analyzed. For statistical investigation, descriptive and inferential statistics and correlation coefficient test, hierarchical regression and structural equation modeling methods were used. The obtained results show a significant relationship between dimensions of relationship marketing including information exchange, trust, employees, customer’s complaint management, customer’s satisfaction, among which only the social factors does not have significant relationship with customer’s satisfaction, the results also show that the relationship marketing has significant relationship with service quality and also service quality has significant relationship with customer’s satisfaction. Moreover, the results indicate that relationship marketing has significant impact on customer’s satisfaction with regard to the mediating role of service quality.
Karim Mazarei and Fazlollah Kazemi, 2016. The Impact of Relationship Marketing on Customer’s Satisfaction in Financial Services Market by Explaining the Mediating Role of Service Quality (Case Study: Ghavamin Bank, City of Shiraz). International Business Management, 10: 6562-6570.