To investigate on the effects of relationship marketing on Bank Melli customer satisfaction with regards to moderator of sex and education roles(Case study of Bandar-E-Anzali)

Competition has over the years increased due to deregulation and globalization in financial markets, hence, organizations have come across many difficulties in selling their services and protecting their market share. This intensity and complexity of competitive has to accept many banks the new worldview of marketing that is relationship marketing. This study aims to determine whether moderator variables of sex and education have any impact on the relationship between relationship marketing and customer satisfaction. The research populations are customers of all ten Bank Melli branches in Bandar-E-Anzali. Convenience non probability sampling and questionnaire was used to data collection which were distributed and collected randomly on various days, places (bank branches) and times for more generalizability of the results. The results of data analysis using software 18spss suggests that moderator of education have a negative impact on the relationship between relationship marketing and customer satisfaction, while on the other hand moderator of sex had no effect on the relationship between relationship marketing and customer satisfaction. Also impact intensity of relationship marketing with 0/857 β on customer satisfaction is much more than impact intensity of education with -0/ 053 β

کلیدواژه ها:

Relationship marketing ، Customer satisfaction ، Sex ، Education