Abdoreza Amirtash; Solmaz Maleki; Mohammad Javad Afshariyan
Volume 2, Issue 4 , March 2016, , Pages 111-118
Abstract
The purpose of the present research was to model the link between relationship marketing and customer loyalty. The population of this descriptive-correlational research consisted of all the users of Public swimming pools in Tehran.The sample size of research by coocran’s fomula is 375 users ...
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The purpose of the present research was to model the link between relationship marketing and customer loyalty. The population of this descriptive-correlational research consisted of all the users of Public swimming pools in Tehran.The sample size of research by coocran’s fomula is 375 users which were selected by using two-stage cluster sampling. Data were collected using the questionnaires of Kim et al., (2008) with 7 dimensions (trust, commitment, intimacy, identification, reciprocity, satisfaction, and conflict handling) and Allen and Meyer (1990) with 2 dimensions (attitudinal and behavioral loyalty). Content validity of the instrument was confirmed by experts in the field and for consistency a Cronbach's alpha of 0.89 was obtained that is acceptable. Descriptive statistics and confirmatory factor analysis were used to analyze the data. The results showed that the proposed model adequately fit the data and there was a strong positive correlation between relationship marketing and customer loyalty in the public swimming pool users.
