An Investigation of the relationship between Relationship Marketing and Supportive Marketing: A Study in Banking Industry

Abstract

Due to increased competition in business world and the need to understand the importance of customer retention for organizations, lead to development and maintenance of long-term relationships with customers. The best strategy which contributes to achieving this goal is relationship marketing. Nowadays, due to intense competition among commercial organizations, the use of relationship marketing does not suffice. This research investigate the effects of the factors of relationship marketing and supportive marketing on customer loyalty. A descriptive research method has been used in this study and the data have been gathered through questionnaires and have been analyzed using the SPSS software. The statistical population includes the customers of Melli Bank in Babol Township and sampling has been done using Krejcie and Morgan Table and 384 people were selected. The results show that there is a positive and significant between relationship marketing, supportive marketing and customer loyalty in Melli Bank of Babol Township.