Dynamics of Online Relationship Marketing: Relationship Quality and Customer Loyalty in Iranian banks

Abstract

Purpose-The purpose of this paper is to show the dynamics of relationship marketing in e-banking by examining the association between relationship quality and online customer loyalty at different stages of the relationship lifecycle. Design/methodology/approach-A sample of 651 customers of Iranian banks in East Azerbaijan Province who had used online banking services was selected for the study after completing a questionnaire. The research hypotheses were tested using structural equation modeling and the AMOS23 software. Findings-The results showed that the level of the customer relationship determines the effect of relationship quality on customer loyalty in e-banking. Specifically, the effect of online commitment on customer loyalty decreases over time. In addition, as the relationship develops between the customer and the business, the influence of online trust on loyalty increases. Originality/value-The main contribution of this paper is it enriches the relationship marketing literature with respect to the dynamics of relationships by challenging the effectiveness of relationship marketing, especially the use of the same relational constructs (online satisfaction, trust, and commitment) for customers at different stages of the relationship lifecycle.

Understanding mediators and moderators of the effect of customer satisfaction on loyalty

“…Service quality plays a differentiating role among similar services. Superior service quality sets apart the firm from its competitors (El Essawi & El Aziz, 2012;Garepasha et al, 2020).…”

The future of data-driven relationship innovation in the microfinance industry

“…Further, Amin ( 2016 ) investigates online banking services and finds a significant relationship between customer satisfaction, loyalty, and service quality based on an empirical study on online banking customers in a developing country. In a similar notion, Garepasha et al ( 2020 ) investigated B2C relationship quality in online banking services in Iran and found that the customer relationship lifecycle affects customer loyalty on customer relationship quality in online banking services. The study finds that relationship quality becomes a less effective predictor of customer loyalty over time and advises managers to explore alternative marketing actions to retain customers in the long term.…”

“…Innovation focusing on the factors associated with superior customer relationships within present digital communication channels and social media is critical (Garepasha et al, 2020 ). By leveraging insights from customer data, service companies can gain a higher degree of loyalty, commitment, and trust, resulting in superior firm performance and competitive advantage (Kitchens et al, 2018 ; Palmatier & Martin, 2019 ).…”

“…For operational service innovation, by utilizing data generated at various touchpoints during customer interactions, it is essential to adopt an effective digital strategy to deliver customized assistance by recommending a system to enhance the relationship with the customer (Gilmore, 2020;Xiao et al, 2018). A customer-oriented perspective supported by data-driven practices allows financial service providers to identify potential strategies for building a special relationship with the customers to retain them over the long term (Garepasha et al, 2020). Therefore, fostering data-driven relationship innovation will be vital to service organizations' long-term success.…”

Analisisi Peran Mediasi Kepuasan Nasabah Pada Hubungan Digital Marketing Dan Brand Loyalty Pada Bank Jateng Cabang Wonosobo

“…(Ati et al, 2020) dan (Supriyanto et al, 2021)) mengidentifikasi hasil yang sama. Sebagian besar penelitian menemukan bahwa kualitas layanan merupakan cikal bakal kepuasan pelanggan (Garepasha et al, 2020) dan (Ali et al, 2021).…”