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Research Article Open Access

Study of the Impact of Relationship Marketing on the Customer Attitude with Emphasis on the Role of Advertising Effectiveness


The purpose of this study is evaluating the impact of relationship marketing on the customer attitude (CA) with emphasis on the role of advertising effectiveness (AE) in Bank Mellat in the city of Tehran. The statistical population of this study consists of all employees, managers and relevant experts in Bank Mellat. We set the sample size at 221 persons based on the krejcie and Morgan table. Also, we used the random sampling method. This study is a descriptive/correlational research and we collected the data with the help of a questionnaire. We used the Likert scale for the measurement of the questionnaire’s variables. Several specialists and experts confirmed the validity of the research tools and the reliability of the relationship marketing questionnaire was verified by using the Chronbach's alpha 0.890, customer attitude 0.877, and the advertising effectiveness 0.872. We analyzed the data using the structural equations model. The results showed that the relationship marketing’s dimensions (trust, bonding, communication, shared values (SV), empathy and interaction) have a significant effect on customer attitude, while the effect of bonding was more pronounced than other factors

Javad Zebardast Gashti

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