The Assessment of the Impact of Related Marketing Tactics on the Customers' Loyalty (Case Study: Mellat Bank, City of Rasht)

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1 Technical Journal of Engineering and Applied Sciences Available online at TJEAS Journal / ISSN TJEAS The Assessment of the Impact of Related Marketing Tactics on the Customers' Loyalty (Case Study: Mellat Bank, City of Rasht) Seyed Mohammad Nopasand 1,Esmaeel Ramezanpour 2, Fataneh Sotoudeh Sharifi 3 Department of Management, Faculty of Humanities, University of Guilan, International Campus, Rasht, Iran. Corresponding author: Seyed Mohammad Nopasand ABSTRACT: The purpose of this study is to evaluate how related marketing tactics impact the bank customers' loyalty. First, with each of the three related marketing tactics (i.e. service quality, perceived price and brand image) three hypotheses were developed to measure their effects on customers' loyalty. To gather the necessary data to test the hypotheses, a standard questionnaire containing 18 questions was used. The questionnaires were distributed among 384 clients in 24 bank branches in the city of Rasht. To test the hypotheses, the Pearson Correlation Coefficient Method, Simple Linear Regression and Multiple Regression Analysis were used. Hypotheses test results showed that there is a positive significant relationship between customers' loyalty and related marketing tactics. The impact coefficient of all the hypotheses through regression tests was positive in which the service quality has the greatest effect. Finally, according to each of these factors, recommendations were provided in order to enhance the customers' loyalty of banks. Keywords: related marketing tactics, service quality, perceived price, brand image, customer loyalty. INTRODUCTION Because of the competitive nature of the business environment, retaining customers is very important. In this competitive business environment, the sales force not only care about providing good quality products or services, but also pay a lot of attention to maintaining and building useful long term relationships with customers. Because of this severe competition in the market, it is necessary to have a view beyond the mixed traditional marketing strategy in interactions with customers. Hence, today, companies increasingly stress the relationship marketing in building relationships and interaction with customers. Relationship marketing has become an integral part of marketing strategy and contributes to gaining competitive advantage. Therefore, repurchases increase and both the company and the customers benefit from the situation. The concept of relationship marketing became an important subject in service industries and scientific societies in the last decade of 20 th century. The primary purpose of relationship marketing is increasing customer loyalty and building a powerful relationship between the company and its customers. Relationship development in the market is not easy, but if companies pay attention to it, both customers and the companies themselves, can gain bilateral benefits. A dissatisfied customer changes the current company to another. For this reason, the relationship marketing tactics are used to prevent these behaviors. An effective relationship oriented strategy may help companies to retain long term customers. In fact, the main purpose of implementing relationship marketing in institutions is maximizing customer loyalty. Statement of the Problem The banking industry is a complex and vital industry throughout the world. The nature of this industry requires moving towards customer orientation and retaining existing customers. What guarantees the survival and growth of this kind of banks depends on their customers and the more they could retain their existing customers, the more successful they are (Kamali Moghaddam, 2011). Banking industry has gone through legislative changes, consumer demands for new banking services and modern technologies, and entrance of new competition from other industries. Thus, most Iranian banks have initiated marketing departments and market research, which in itself indicates moving towards competitiveness. Therefore, considering the competitivness issue, banks need to prevent customers from moving towards competition as far as possible by creating customer loyalty through satisfying them, increasing the banks funds given to customers, improving the quality of services and the service provider, applying relationship marketing and building long term

2 relationships with customers. What matters in relationship marketing is increasing customers profitability by providing better services to them. The purpose of relationship marketing is building and developing long term relationships with customers by creating a sense of differentiation and providing customized and personal services to them. Therefore, banks need to avoid skyrocketing costs of advertising and finding and attracting new customers by applying relationship marketing strategies and tactics, while retaining existing customers and market share, and provide confidence and ease in order to survive in the market, particularly in competitive conditions (Nematipoor, 2009). Having said that, the primary question of the present research is whether relationship marketing tactics impact bank customers loyalty. Literature Review The Concept of Relationship Marketing and Its Tactics Relationship marketing is all marketing activities done in order to create, develop, and retain successful relationships (Mishra and Lily, 2008, 29). Gummesson defines relationship marketing as continuing a two-way relationship between the service provider and the customer that leads to profitability formation. By planning their marketing strategies, companies are able not only to retain their customers but also to enhance their loyalty (Kim et al., 2004, ). There are many studies that acknowledge incredible profits gained by service companies because of their loyal customers. The main purpose of many successful service companies is attaining and retaining profitable customers. These companies attempt to create loyal customers. Today, loyal customers enhance profitability for companies more than any time. Therefore, companies try to utilize more tactics for persuading their profitable customers to become loyal ones (Bagherzad et al., 2011, 50). A number of authors have suggested various ways for implementing relationship marketing strategies. Bansal et al. (2005) introduced price perception, value offered, and service quality as tactics for implementing relationship marketing strategies. Also Tseng believes that membership options and good communication can develop healthy relationships with customers. Peng and Wang have evaluated relationship marketing tactics such as service quality, reputation, and price perception. Here, the researchers will examine service quality, price perception, and brand image as relationship marketing tactics. Service Quality Service quality level indicates how much a service has satisfied or exceeded customer expectations. In other words, service quality is the level of satisfying customer needs, requirements, and expectations and is necessary for differentiation between products and building customer trust and loyalty (Taleghani and Taghizadeh, 2011). Price Perception Price has a considerable effect on purchase behavior of consumers. Price perception may vary among individuals. Price perception is a comparison of the determined price for a product or service against the received services and its level of fairness (Raza and Rehman, 2012). Brand Image Keller defines brand image as dependency and perception of brand in the customer s mind. Granross notes that every stage in brand building creates a different perception about the brand in the customer s mind and its final result is called the brand image. In fact, the brand image shows the relationship between the brand and the customers too. In this research, these three variables are considered as independent variables. Customer Loyalty Without question, the value of customer loyalty influences the existence and future progress of the company. Customer loyalty can be depicted as the customer s commitment to a company or his/her tendency to retain the relationship with the seller (Zhang and Prybotuk, 2005). In this research, customer loyalty is t he dependent variable. Research Hypotheses Primary hypothesis: relationship marketing tactics effect customer loyalty. Subsidiary Hypotheses: First hypothesis: service quality has a positive effect on customer loyalty. Second hypothesis: fair price has a positive effect on customer loyalty. Third hypothesis: brand image has a positive effect on customer loyalty. Conceptual Model of the Research 3591

3 Today, companies with superior performance in various industries are moving towards retaining customers and attaining customer loyalty, because most markets are in a mature state and increasing competition and costs of attracting new customers have also risen severely. Retaining customers and attracting their loyalty to continue the business is considered a vital matter. Meanwhile, the banking industry is no exception. Therefore, banks should also look for various management strategies for improving customer loyalty (Ehigie, 2006). Today, bank managers should strive to understand requirements and needs of customers more than ever and build long term commercial relationships with them, in order to prevent them from moving to competition. Thus, any approach that could realize these issues better would be of more interest. The severity of competition in markets and understanding the importance of retaining customers for banks have caused them to gradually move towards building and retaining long term relationships with customers and researchers believe that relationship marketing is the most appropriate option for the realization of these goals. As a new approach in research and in practice, relationship marketing has proven to be one of the most successful approaches (Ranjbarian and Barari, 2010). Relationship marketing tactics may vary among companies. The present research studies the effects of relationship marketing tactics on bank customers loyalty using a comprehensive model. In the present conceptual model (figure 2.8), service quality, price perception, and brand image (relationship marketing tactics) are independent variables and customer loyalty is the dependent variable. METHODOLOGY Since the effect of relationship marketing tactics on the quality of the relationship and bank customers loyalty is studied in this research, it can be considered a causal research. On the other hand, since this research attempts to develop applied knowledge in a particular context, it can be considered an applied type of research. Also, based on how the required data are obtained, it can be considered a descriptive research. Library research was used for gathering the required information in the literature review and for gathering the required data for testing the hypotheses, the statistic population was selected from the customers going to 24 Mellat Bank branches in the city of Rasht. The tool used for gathering information is questionnaire. The questionnaire which was to be filled by the customers was written according to the previous researches. This questionnaire contains 18 questions in 4 dimensions. The respondents will mark their selected option based on the five point Likert scale (ranging from totally disagree to totally agree). In order to test the hypotheses of the research, the linear regression method was used. All analyses will be done using SPSS software. Table 1. Research tool stability Variables Customer loyalty Service quality Price perception Brand image Total Number of questions Cronbach s alpha Table 2. description of demographic variables of the research Variable Frequency Percentage gender Male: % Female: 95 25% 20-30: 96 25% age 30-40: % 40-50: % 50 or older: 30 8% Education level: History of using the services provided by this bank Below high school diploma: 15 High school diploma: 47 Associate s degree: 78 Bachelor s degree: 146 Master s degree or higher: 98 Less than 5 years: years: 107 4% 12% 20% 38% 26% 34% 28% 3592

4 10-15 years: 83 More than 15 years: 65 DATA ANALYSIS RESULTS 21% 17% In this research, the total of one primary hypothesis and three subsidiary hypotheses were analyzed using deductive statistic methods. First, considering the normal results of Kolmogrov-Smirnov test, in order to examine the relationships between the variables, the Pearson correlation coefficient test was used and then, for examining the research hypotheses, the simple linear and multiple regression tests were used. The results of testing hypotheses are outlined below: RESULTS FOR THE PRIMARY HYPOTHESIS The primary hypothesis of the research was that relationship marketing tactics have a positive effect on customer loyalty. Pearson correlation coefficient test: the attained correlation coefficient is significant in the reliability level of 95% and the level of relation is equal to Simple linear regression test: the relation existing between the variables is significant and the effective coefficient of relationship marketing tactics on customer loyalty is positive and equal to Multiple regression test: the attained coefficient of determination shows that the relationship marketing tactics together explain 0.55 of loyalty changes. RESULTS FOR THE FIRST HYPOTHESIS The first hypothesis was that the quality of bank services has a positive effect on customer loyalty. level of relation is Multiple regression test: the attained beta coefficient for the service quality is positive and equal to 0.54 and in terms of effecting is the primary one among the three tactics. RESULTS FOR THE SECOND HYPOTHESIS This hypothesis was that price perception has a positive effect on customer loyalty. level of relation is equal to Simple linear regression test: the existing relation between the variables is significant and the effective coefficient of price perception of bank services on customer loyalty is positive and equal to Multiple regression test: the attained beta coefficient for the service quality is positive and equal to 0.51 and in terms of effecting is the second one among the three tactics. RESULTS FOR THE THIRD HYPOTHESIS This hypothesis was that brand image has a positive effect on customer loyalty. level of relation is Simple linear regression test: the existing relation between the variables is significant and the effective coefficient of brand image of the bank on customer loyalty is positive and equal to Multiple regression test: the attained beta coefficient for service quality is positive and equal to 0.49 and in terms of effecting is the third one among the three tactics. Suggestions Based on the Research Findings In this section, suggestions are given based on the results of the research and commensurate with each element. Hopefully, the suggestions given by the researcher will pave the way for banks and credit and financial institutions, especially Mellat bank which was the subject bank studied by the researcher. It is noteworthy that these suggestions are given in the order of importance and the rate attained by the three tactics: Promotion of the culture of using computers and internet between groups of people, particularly bank customers. Promotion of the culture of electronic commerce and enhancing people s awareness about the usefulness of electronic commerce. Attracting sufficient professional forces in the field of information technology and electronic banking. Providing a training program for human forces (personnel) in computers, internet and electronic banking. 3593

5 Adjusting electronic banking tools and methods with the culture, knowledge, and attitude of the people. Electing and hiring people in banks based on their level of interest and education in related fields. Providing at work training courses for the personnel. Using special phone lines for giving guidance and consultation regarding various banking services. Paying attention to physical facilities of the bank Creating versatility in banking services. Decreasing redundant bureaucracies, facilitation and removing difficult terms and conditions for receiving bank facilities, providing electronic banking services in order to decrease customers personal referring to banks, facilitation of access to account status, parking facilities, access to forms and requirements. Bank management can modify the level and rate of received rates by exactly controlling operational costs of the company towards enhancing efficiency. One of the basic variables in banking activities is making decisions about the interest rate of deposits and banking facilities. Considering the fact that changes in the interest rate of banks effects factors such as the volume of deposits, combination of different deposits, investments, and inflation rate, determining these rates fairly and exactly is important to customers. Banks can design and implement special facilities in different national and religious occasions. In providing special facilities, special discounts and appealing advantages should be considered so that the fees paid by applicants are reduced. Obviously, all the potential customers of the bank do not have identical financial statuses. Hence, designing facilities that take financial needs of different people into account will contribute to the development of banking services and customer loyalty. Responsiveness and provision of banking services. Cultural activities are extensive advertisements for introducing the brand. Suggestions for Further Research Evaluating the research model in other service industries, because the attained results in this branch could be different from other service sectors. Considering the fact that this research is only done in one bank, future researches can examine the research model in other banks to gain results in other banks (i ncluding public, private, and limited purpose banks). Applying other relationship marketing tactics and evaluating their effects on customer loyalty. Examining the role of information technology in development of customer loyalty. 3594

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