Dynamics of Online Relationship Marketing: Relationship Quality and Customer Loyalty in Iranian banks
Vol. 22 No. 1 (2020), Articles
Vol. 22 No. 1 (2020)

Dynamics of Online Relationship Marketing: Relationship Quality and Customer Loyalty in Iranian banks

Articles
https://doi.org/10.7819/rbgn.v22i1.4043
Published 2020-01-05
Akram Garepasha
Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
http://orcid.org/0000-0003-0560-675X
Samad Aali
Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
http://orcid.org/0000-0003-3890-2192
Alireza Bafandeh Zendeh
Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
http://orcid.org/0000-0002-7687-6055
Soleyman Iranzadeh
Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
http://orcid.org/0000-0001-9220-5166
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Keywords

dynamic relationship marketing
online relationship quality
online loyalty
relationship lifecycle
e-banking

How to Cite

Garepasha, A., Aali, S., Zendeh, A. B., & Iranzadeh, S. (2020). Dynamics of Online Relationship Marketing: Relationship Quality and Customer Loyalty in Iranian banks. Review of Business Management, 22(1), 140–162. https://doi.org/10.7819/rbgn.v22i1.4043
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Abstract

Purpose – The purpose of this paper is to show the dynamics of relationship marketing in e-banking by examining the association between relationship quality and online customer loyalty at different stages of the relationship lifecycle. 

 

Design/methodology/approach – A sample of 651 customers of Iranian banks in East Azerbaijan Province who had used online banking services was selected for the study after completing a questionnaire. The research hypotheses were tested using structural equation modeling and the AMOS23 software. 

 

Findings – The results showed that the level of the customer relationship determines the effect of relationship quality on customer loyalty in e-banking. Specifically, the effect of online commitment on customer loyalty decreases over time. In addition, as the relationship develops between the customer and the business, the influence of online trust on loyalty increases.  

 

Originality/value – The main contribution of this paper is it enriches the relationship marketing literature with respect to the dynamics of relationships by challenging the effectiveness of relationship marketing, especially the use of the same relational constructs (online satisfaction, trust, and commitment) for customers at different stages of the relationship lifecycle.  

https://doi.org/10.7819/rbgn.v22i1.4043
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