A study of the relationship between relationship marketing tactics and conflict management with customer loyalty in the Private Banks in Kermanshah province.

ABSTRACT: Intense competition in the markets and understand the importance of customer retention for banks, especially private banks, led inclined them to take steps to establish and maintain long-term relationships with customers. According to the researchers, relationship marketing tactics and managing conflict is one of the best options for achieving this purpose. Thus, the aim of this study is to investigate the effect of customer relationship marketing tactics and conflict management in private banks in province of Kermanshah. Eleven hypotheses were proposed for this purpose, the research method is descriptive – co relational and typically is based on structural equation model (AMOS) and the goal is practical. The society is clients of private banks and cluster sampling was used, the number of samples is 246. Observations related to questionnaire and variables of each question in hypothesis were presented with a scale of 1 to 20. The results showed that the impact of relationship marketing tactics by intermediary variables of satisfaction and trust ultimately has a positive and significant effect on customer loyalty and conflict management has a significant and positive effect on loyalty directly too.