Modern Studies in Management and Organization

Modern Studies in Management and Organization

Analyzing the Relationship Between Relationship Marketing and Customer Loyalty in the Field of Electronic Banking

Document Type : Original Article

Authors
neda zarin negar 1
Mohsen Najafi 2
Amir Khayat 3
1 Assistant Professor of Management Department, Binaloud Institute of Higher Education, Mashhad, Iran.
2 PhD in Public Administration, Department of Public Administration, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 Master of Business Administration, Management Department, Binalood Institute of Higher Education, Mashhad, Iran.
10.22034/jmsmo.2025.536216.1035
Abstract
The present study aimed to investigate the relationship between relationship marketing dimensions and customer loyalty in the field of electronic banking, with an emphasis on the mediating role of customer satisfaction in all branches of Ayandeh Bank in Mashhad. In terms of its purpose, this study is classified as applied research and in terms of its nature, it is a descriptive survey. The statistical population of this study was Ayandeh Bank customers, and due to the unknown size of the population, 384 people were selected as a sample. The collection tool in this study was a questionnaire. Also, the collected data was analyzed using SPSS and SMART PLS software. The results showed that relationship marketing has a significant effect on customer satisfaction and customer loyalty among Ayandeh Bank customers. Also, the results showed that customer satisfaction has a significant effect on customer loyalty among Ayandeh Bank customers, and the mediating role of customer satisfaction in the relationship between relationship marketing and customer loyalty among Ayandeh Bank customers has been confirmed.
Keywords
Relationship Marketing
Customer Loyalty
Customer Satisfaction
Electronic Banking

Subjects

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  • Receive Date 15 June 2025
  • Revise Date 21 July 2025
  • Accept Date 18 September 2025
  • Publish Date 23 August 2025