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In competitive markets, maintaining customers and building trust and loyalty are considered important in marketing relationship. Banks have invested some ways to improve customer loyalty for developing their activities. The aim of this study was to investigate the effect of relationship marketing on word-of-mouth communication in the Melli Bank branches of Roodsar in which customer loyalty had the mediation role in their relationship. The study was an applied research adopting a descriptive method. The data were gathered using questionnaire method and the study population consisted of customers of Melli Bank in Roodsar. Following this, 460 questionnaires were distributed among customers of the Melli Bank branches using convenient sampling and finally 420 questionnaires were collected for analysis. LISREL software is employed to analyze the data. Findings revealed that the relationship marketing had significant positive impact on customer loyalty and also customer loyalty led to increasing of word-of-mouth communication. &nbsp; &nbsp; &nbsp;&nbsp;

MBR_Volume 3_Issue 1_Pages 63-74.pdf

Original Research 

MBR.2016.60193.xml

Issue

Relationship marketing and word-of-mouth communications: Examining the mediating role of customer loyalty

The aim of this research is an investigation into the effect of using an Islamic symbol in food packaging through considering the effects of time pressure, and Involvement on Muslim consumers purchase intention. The data gathered through questionnaire were processed using partial least-squares (PLS) method. Results represented positive and significant impact of Islamic symbol in food packaging on Muslim consumers purchase intention. Also, the effects of time pressure as a moderating variable of relationship between religious symbol and purchase intention is supported. Findings showed that the more people were under time pressure, the more they showed themselves willing to shop by seeing religious symbol on packaging and their purchase intention was increased. Further data analysis also revealed that the moderating effect of Involvement of consumers was not confirmed. This highlights that Involvement of consumers relating to food had no effect on enhancement of their purchase intention in case of seeing a religious symbol. These results involve practical tips for food packaging designers and international marketers who are interested in increasing customers interests in products and promotion of their products in Islamic markets.

MBR_Volume 1_Issue 1_Pages 14-26.pdf

MBR.2014.60211.xml

Purchase intention of products with Islamic labels under time pressure