The Effect of Marketing Activities on the Quality of Relationship in Banking Industry (Case Study: Mellat Bank)

Abstract

The aim of the present study is to explore the effect of marketing activities on quality of relationship in banking industry of Mellat Bank branches in Khuzestan Province and for this purpose, 272 employees of Mellat Bank branches in Khuzestan Province were selected by using simple random sampling method and responded to research questionnaire. Finally, data collected from research questionnaires were analyzed by using structural equation modeling test in LISREL 8.7 software. Research results indicated that the model used in this study has a desirable goodness of fit and that the included factors (customer focus, relationship orientation, mutual disclosure and employees' characteristics) have significant effect (p<0.05) on quality of relationship in Mellat Bank. Also, it was indicated that quality of relationship has a significant effect on outcomes (continuous communication and verbal marketing) in Mellat Bank.