Presenting a Model for Explaining the Quality of Relationship with Corporate Customers (Case Study: Eghtesad-e Novin Bank)
Objective One of the main factors of success in B2B markets is the quality of relationships with customers. Attracting and retaining customers in B2B marketing seems to be more difficult than in B2C markets, due to the specific and limited number of customers. Therefore, the purpose of this study is...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2022-04-01
|
| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_87717_feae40ac78a2ba27c9ddd77c6699faa1.pdf |
| _version_ | 1797996675722117120 |
|---|---|
| author | Ali Lotfi Ali Akbar Farhangi Elham Faridchehr Nader Gharib Navaz |
| author_facet | Ali Lotfi Ali Akbar Farhangi Elham Faridchehr Nader Gharib Navaz |
| author_sort | Ali Lotfi |
| collection | DOAJ |
| description | Objective
One of the main factors of success in B2B markets is the quality of relationships with customers. Attracting and retaining customers in B2B marketing seems to be more difficult than in B2C markets, due to the specific and limited number of customers. Therefore, the purpose of this study is to provide a model that explains the quality of relationships with corporate customers.
Methodology
The statistical population of this study included financial managers and sometimes CEOs, board members, or senior financial experts of companies who make use of the banking services of Eghtesad-e Novin Bank (EN Bank). Five hundred and ninety-five individuals (5 times the number of questions) were selected by random sampling method. The data collection tool was a questionnaire. Content validity was used to evaluate the validity of the questionnaire and Cronbach's alpha coefficient was used to evaluate its reliability. To investigate the conceptual model of the research, structural equation modeling by Amos software was used.
Findings
According to the measurement model and structural model of the research, the validity of the extractive model was confirmed. The company features with an impact factor of 0.33, bank connector features with an impact factor of 0.14, Interaction features with an impact factor of 0.6, and environmental features with an impact factor of 0.48 had a positive and significant effect on the quality of the relationships with customers. Customer relationship quality with a coefficient of 0.59 had a significant effect on the consequences and results of customer relationship quality.
Conclusion
Company features, bank connector features, interaction features, and environmental features are the preconditions affecting customer relationship quality. The customer relationship quality includes consequences such as customer loyalty, purchase rate, development of future interactions, positive word of mouth, and relationship continuity. |
| first_indexed | 2024-04-11T10:21:08Z |
| format | Article |
| id | doaj.art-fbe5ce48237e4c39b861880ec468be02 |
| institution | Directory Open Access Journal |
| issn | 2008-5907 2423-5091 |
| language | fas |
| last_indexed | 2024-04-11T10:21:08Z |
| publishDate | 2022-04-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | مدیریت بازرگانی |
| spelling | doaj.art-fbe5ce48237e4c39b861880ec468be022022-12-22T04:29:46ZfasUniversity of Tehranمدیریت بازرگانی2008-59072423-50912022-04-011419411310.22059/jibm.2021.314281.400087717Presenting a Model for Explaining the Quality of Relationship with Corporate Customers (Case Study: Eghtesad-e Novin Bank)Ali Lotfi0Ali Akbar Farhangi1Elham Faridchehr2Nader Gharib Navaz3Ph.D. Candidate, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.Prof., Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.Assistant Prof., Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.Assistant Prof., Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.Objective One of the main factors of success in B2B markets is the quality of relationships with customers. Attracting and retaining customers in B2B marketing seems to be more difficult than in B2C markets, due to the specific and limited number of customers. Therefore, the purpose of this study is to provide a model that explains the quality of relationships with corporate customers. Methodology The statistical population of this study included financial managers and sometimes CEOs, board members, or senior financial experts of companies who make use of the banking services of Eghtesad-e Novin Bank (EN Bank). Five hundred and ninety-five individuals (5 times the number of questions) were selected by random sampling method. The data collection tool was a questionnaire. Content validity was used to evaluate the validity of the questionnaire and Cronbach's alpha coefficient was used to evaluate its reliability. To investigate the conceptual model of the research, structural equation modeling by Amos software was used. Findings According to the measurement model and structural model of the research, the validity of the extractive model was confirmed. The company features with an impact factor of 0.33, bank connector features with an impact factor of 0.14, Interaction features with an impact factor of 0.6, and environmental features with an impact factor of 0.48 had a positive and significant effect on the quality of the relationships with customers. Customer relationship quality with a coefficient of 0.59 had a significant effect on the consequences and results of customer relationship quality. Conclusion Company features, bank connector features, interaction features, and environmental features are the preconditions affecting customer relationship quality. The customer relationship quality includes consequences such as customer loyalty, purchase rate, development of future interactions, positive word of mouth, and relationship continuity.https://jibm.ut.ac.ir/article_87717_feae40ac78a2ba27c9ddd77c6699faa1.pdfrelationship marketingcustomer relationship qualityantecedents and consequences |
| spellingShingle | Ali Lotfi Ali Akbar Farhangi Elham Faridchehr Nader Gharib Navaz Presenting a Model for Explaining the Quality of Relationship with Corporate Customers (Case Study: Eghtesad-e Novin Bank) مدیریت بازرگانی relationship marketing customer relationship quality antecedents and consequences |
| title | Presenting a Model for Explaining the Quality of Relationship with Corporate Customers (Case Study: Eghtesad-e Novin Bank) |
| title_full | Presenting a Model for Explaining the Quality of Relationship with Corporate Customers (Case Study: Eghtesad-e Novin Bank) |
| title_fullStr | Presenting a Model for Explaining the Quality of Relationship with Corporate Customers (Case Study: Eghtesad-e Novin Bank) |
| title_full_unstemmed | Presenting a Model for Explaining the Quality of Relationship with Corporate Customers (Case Study: Eghtesad-e Novin Bank) |
| title_short | Presenting a Model for Explaining the Quality of Relationship with Corporate Customers (Case Study: Eghtesad-e Novin Bank) |
| title_sort | presenting a model for explaining the quality of relationship with corporate customers case study eghtesad e novin bank |
| topic | relationship marketing customer relationship quality antecedents and consequences |
| url | https://jibm.ut.ac.ir/article_87717_feae40ac78a2ba27c9ddd77c6699faa1.pdf |
| work_keys_str_mv | AT alilotfi presentingamodelforexplainingthequalityofrelationshipwithcorporatecustomerscasestudyeghtesadenovinbank AT aliakbarfarhangi presentingamodelforexplainingthequalityofrelationshipwithcorporatecustomerscasestudyeghtesadenovinbank AT elhamfaridchehr presentingamodelforexplainingthequalityofrelationshipwithcorporatecustomerscasestudyeghtesadenovinbank AT nadergharibnavaz presentingamodelforexplainingthequalityofrelationshipwithcorporatecustomerscasestudyeghtesadenovinbank |