Check The effect of strategic orientation on customer loyalty with the mediating role of marketing capabilities (case study: Sepeh Bank, Ardabil Province)

Document Type : Original Article

Authors

• Manzar hosenzadeh
• mahdi hoseini
• Hamed Siami

-

Abstract

The mentioned research was applied in terms of purpose and in terms of the method of collecting descriptive-correlational information and in terms of field implementation. The statistical population includes all the employees of Sepeh Bank (1. Former Sepeh Bank; 2. Laws, 3. Ansar, 4. Mehr Ektisad, 5. Kausar Credit Institution, 6. Hikmat Iranian) and a number of clients of Ardabil province, whose number is equal to There are 415 people. And the sample number of 199 people was selected by random sampling method using Morgan's table. The main tool for collecting information in this research was three types of standard questionnaires. The collected data have been analyzed using SPSS and SMARPLS software. The results of this research indicate the path coefficients between the first hypothesis; 0.685 and the value of t statistic is also 21.70 and in the second hypothesis; 0.482 and the value of t statistic is also 33.51 and in the third hypothesis; 0.599 and the value of t statistic is also 41.52 and in the fourth hypothesis; 0.490 and the value of t statistic is also 22.30 and in the fifth hypothesis; 0.604 and the value of t statistic is also 22.81 and the path coefficient in the sixth hypothesis; 0.540 and the value of t statistic is also 50.18, which shows that strategic orientation and its dimensions and marketing capabilities have a significant effect on customer loyalty.

Keywords

• Strategic orientation
• customer loyalty
• marketing capabilities
• Sepeh Bank
• Ardabil province

---