Study the effect of advertising effectiveness on the CRM and loyalty with the mediating role of providing the quality of services

Autores/as

  • Hamid Rasouli Department of Management, Malayer Branch, Islamic Azad University, Malayer, Iran
  • Zahra Shirazian Assistant Professor and Faculty Member, Department of Management, Malayer Branch, Islamic Azad University, Malayer, Iran.
  • Hosein Rasuli Assistant Professor and Faculty Member, Department of Mathematics, Malayer Branch, Islamic Azad University, Malayer, Iran.

DOI:

https://doi.org/10.20397/2177-6652/2020.v20i1.1712

Palabras clave:

Advertising effectiveness, CRM, Customer loyalty, Quality of services

Resumen

Advertising is one of the most significant communication tools for the organizations, especially the financial institutions and the banks. Advertising effectiveness will help understanding the customer recognition; with the ever increase of the competition between banks and the technological advances, the organization will increasingly pay attention to the customers and meeting their needs because this is considered as the biggest competitive advantage for them. The banks are required to fasten on their attention from customer satisfaction to creating loyalty and trust through establishing long-term, bilateral and profitable relationships for both sides; this approach will increase the response time and customer services' quality. This is an applied, descriptive-survey research. The statistical population consists of all of the customers of the Saderat Bank branches in Tehran, whose number is unlimited. The sample size was 384 people based on the Morgan table that were selected by the simple random sampling method. The questionnaire is the data collection tool. To measure the validity, the content validity methods as well as confirmatory factor analysis were used and the Cronbach's alpha and modeling the f structural equations by the Smart PLS software were used to measure the reliability and data analysis, respectively. The results showed that the advertising effectiveness has a positive significant effect on the CRM and loyalty with the mediating role of providing the quality of services in all of the Saderat bank branches in Tehran. The provision of the quality of the services has a positive significant effect on the CRM and their loyalty in all of the Saderat bank branches in Tehran.

Biografía del autor/a

Hosein Rasuli, Assistant Professor and Faculty Member, Department of Mathematics, Malayer Branch, Islamic Azad University, Malayer, Iran.

  Assistant Professor and Faculty  Member,  Department  of  Mathematics,

Malayer  Branch,  Islamic  Azad  University,   Malayer,  Iran.

Citas

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Publicado

2021-03-15

Cómo citar

Rasouli, H., Shirazian, Z., & Rasuli, H. (2021). Study the effect of advertising effectiveness on the CRM and loyalty with the mediating role of providing the quality of services. Revista Gestão & Tecnologia, 21(1), 47–72. https://doi.org/10.20397/2177-6652/2020.v20i1.1712