درخت حوزه‌های تخصصی

This study was conducted to evaluate the relationship between loyalty, satisfaction, and commitment with relationship marketing to create value for customers and has been designed to collect data from the questionnaires used . The questionnaires have been distributed among individuals 193 customers, of Port and Maritime Organization in order to analyze the data and present the results of SPSS software and structural equation is utilized. The results of this study show that between 4 variables (trust, commitment, relationship, loyalty) of the costumers, there are significant relation and correlation. Based on the relationship marketing to component development, hypothesis (customer loyalty) has the highest average (3.5984), hypothesis (There is a significant relation between the organization commitment and create value in Port and Maritime Organization) has the lowest average (3.3871). Finally, by performing a statistical theory test for the whole hypothesis, all of them were approved and accepted.

The goal of this study is to examine the antecedents of brand citizenship behavior in financial institutions by considering the internal relationship between them. The research method is descriptive and applied in terms of purpose and in terms of data collection method is field. The data collection tool in this study was a questionnaire. In this study, the statistical population was the employees of private and public banks and financial institutions in Bandar Abbas. The sampling method was cluster-random. After placing the banks in the three clusters of state-owned banks, private banks and financial and credit institutions, Sepah, Sanat and Ma'dan banks were randomly selected from among the state-owned banks. Ansar Cooperative, Ayandeh, Shahr, Refah and Mehr Eghtesad Banks were randomly selected from among private banks and Noor and Caspian Financial and Credit Institutions were also randomly selected from among financial and credit institutions. A total of 213 questionnaires were distributed among the customers of selected banks as convenient, and finally 203 questionnaires could be reviewed. Data analysis was performed by SPSS16 and PLS3-SMART software. The results show that brand-centered human resource management and brand identification have a positive and significant effect on brand citizenship behavior, but a positive relationship between brand trust, brand commitment, employees' self-concept of brand and brand pride with brand citizenship behavior was not found. Also, a positive relationship between brand-centered human resource management and employees' self-concept of brand, employees' self-concept of brand and brand pride, employees' self-concept of brand and brand identification, brand identification and brand pride, brand identification and brand commitment, and brand trust and brand commitment were confirmed.

The purpose of present study in terms of data collection is practical, and in terms of descriptive research is correlation. The statistical population of this study is all Pasargad insurance customers in 2019. For collecting data, 397 standard questionnaires were distributed and returned. The collected data were analyzed by SPSS 24 and SmartPLS3 software. The results show that brand reputation has a significant effect on brand trust and customer loyalty; alternative attractiveness has a positive and significant effect on brand trust, but its effect on customer loyalty was rejected. Also, the company's image has a positive and significant effect on customer loyalty and emotional satisfaction. Brand trust has a positive and significant effect on customer loyalty. Emotional satisfaction also has a positive and significant effect on customer loyalty. Also, the mediating role of emotional satisfaction in influencing the company's image on customer loyalty was confirmed, and finally, the mediating role of brand trust in the influencing of brand reputation on customer loyalty and alternative attractiveness on customer loyalty was confirmed.