Ranking the effect of services marketing mix elements on the loyalty of customers by using Topsis method (case study: city bank branches in Tehran)
-
DOIhttp://dx.doi.org/10.21511/im.13(2).2017.04
-
Article InfoVolume 13 2017, Issue #2, pp. 41-46
- Cited by
- 1299 Views
-
472 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Successful companies do not only pursue sale, but they are looking for satisfactions of customers and their loyalty. This study aims to rank effect of services marketing mix elements on the customers’ loyalty in the City Bank. Method of this research is survey and causal-comparative and domesticated questionnaire was used for gathering data which its validity was confirmed by experts and its reliability with Cronbach alpha 0.908. Statistical sample size was 384 loyal customers of City Bank in Tehran based on Cochrane formula and simple random sampling was used as sampling method. Findings showed that there is significant relationship in average level between physical factors and environmental factors including distribution of physical facilities and customer loyalty and the relationship between competence related factors including promotion of employees or customers’ loyalty is strongly significant. Besides, there is significant relationship between services related factors including product, price, operation management and quality of services or customers’ loyalty in moderate level. It is suggested that for attracting loyal customers, more attention should be paid to promotion which has very strong relationship with customers’ loyalty. It is suggested that City Bank increases the motivation of employers in providing careful and rapid services for improving productivity and services quality by suitable incentives.
- Keywords
-
JEL Classification (Paper profile tab)M31
-
References22
-
Tables2
-
Figures3
-
- Fig. 1. Services marketing mix model (8P) (Lovelock & Wright, 1999)
- Fig. 2. Effective factors on bank customer loyalty model (Richeld, 1994)
- Fig. 3. Conceptual model for services marketing mix and effective factors on customer satisfaction relation (Davis-Srameck, Mentzer& Sank, 2007)
-
- Table 1. Results obtained by hypotheses analysis using Spearman correlation coefficient
- Table 2. Results obtained by services’ marketing mix elements based on the effective factors on bank customer loyalty by Topsis method
-
- Bet, K. K. R. (1996). Beyond customer satisfaction: moving toward attracting loyal customer, key for profitability. Translated by S.S. Mahdavi (2004). Tehran: Management and planning organization.
- Booms, B., & Bitner, M. (1981). Marketing Strategies and organization structures for service firms. Marketing of Services (pp. 47-51). Chicago: American Marketing Association.
- Borden, N. H (1964). The Concept of the Marketing Mix, Journal of Advertising Research, 4, 2-7.
- Cheskin, L. (1957). How to Predict what People will Buy. New York: Liveright publishing corp.
- Culliton, J. W. (1948). The Management of Marketing Costs, Graduate School of Business Administration. Boston: Harward University.
- Davis-Sramek, B., Mentzer, T. J., & Sank, P. T. (2007). Creating Consumer Durable Retailer Customer Loyalty Through Order Fulfilment Service Operations. Journal of Operations Management, 26(6), 781-797
- Divett, M., Crittenden, N., & Henderson, Ron (2003). Actively Influencing Consumer Loyalty. Journal of Consumer Marketing, 20(2), 109-126.
- Duffy, D. L (1998). Customer Loyalty Strategies. Journal of Consumer Marketing. 15(15), 435-448.
- Ekhasi, A. (2010). Service marketing. Tehran: Elmi publication.
- Imamgholivand, F., & Piri, M. (2015). Relationship of services marketing mix with customer loyalty. National management and education conference papers, Malayer University, Malayer.
- Khorshidi, Gh., & Kardgar, M. J. (2009). Identifying and ranking most effective factors on customer loyalty. No. 33, 177-191.
- Kotler, Ph. (2000). Marketing management. Translated by Frozandeh. Tehran: Amookhteh publication.
- Kotler, Ph., Armestrong, G. (1996). Marketing principles. Translated by Frozandeh. (2000). Tehran.
- Lovelock, Ch., & Wright, L. (1999). Marketing and services principles. Translated by AboualfazlTajzadehNamin. (2003). Tehran: SAMT publication.
- McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. Irwin: Homewood IL
- Mindak, W. A., Fine, S. (1981). A fifth p: public relations. Marketing of Services. American Marketing Association. Chicago. IL. P 71-73.
- Momeni, M. (2013). New discussion in operation research. Tehran.
- Nickels, W. G., & Jolson, M. A. (1976). Packaging- the fifth p in the Marketing Mix, Advanced Management Journal, 13-21.
- Reichheld, F. F. (1994). Loyalty And Renaissance of Marketing. Marketing Management, 2(4), 47-55.
- Roosta, A., Venus, D., & Ibrahimi, A. (200). Marketing management. Tehran: SAMT publication.
- Sutton, D., & Klein, T. (2003). Enterprise Marketing Management. New Jersey: John Wiley & Sons Inc.
- Zeithaml, VandBitner, M. (2008). Services Marketing: Integrating Customer Focus across the Firm (5th ed). New York: McGraw-Hill/Irwin.