بررسي تاثير جنسيت بر ميزان وفاداري مشتريان بانك پارسيان با استفاده از رويكرد بازاريابي رابطه مند

Investigating the Effect of Gender on Parsian Bank Customerʹs Loyalty Base on Relationship Marketing Approach

This paper aims to investigate the role of gender in the marketing underpinning (trust-commitment-communication-conflict handling). Indeed, gender has a significant role in customer loyalty. Data were collected through a survey of Parsian Bank customers. Hierarchical multiple regression analysis was used to estimate the moderation effect of gender in the R.M. customer loyalty relationship. The result showed that the four underpinnings of relationship marketing are directly associated with customer loyalty. For example in "trust/loyalty" and "commitment/loyalty" factors, women are significantly more loyal than men, and in "conflict handling/loyalty," males are more loyal than females. In the "communication/loyalty" factor, there were no differences between the two groups, so gender has no effect on this factor.