TY  - JOUR
T1  - 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)
AU - Mazarei, Karim AU - Kazemi, Fazlollah 
JO  - International Business Management
VL  - 10
IS  - 29
SP  - 6562
EP  - 6570
PY  - 2016
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2016.6562.6570
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2016.6562.6570
KW  - Relationship marketing
KW  -service quality
KW  -customers satisfaction
KW  -statistical population
KW  -Iran
AB  - 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.
ER  -