| Summary: | In this study, the advantage of long term relationship between employee and customer and its influence on positive behavioral outcomes for organization have been investigated. This study is a descriptive study which has been conducted through a survey. The research population includes 405 customers of four banks of Melli, Mellat, Saderat and Parsian. After data collection, the data has been analyzed using Structural Equations Modeling and Lisrel software. The findings indicate that confidence, social benefits and respect benefits have positive and significant influence on relationship quality, while special treatment benefits has not a significant influence on relationship quality. Also, relationship quality has had a positive and significant influence on word of mouth communication. The research findings have been analyzed in each bank.
|
|---|