نوع مقاله : مقاله های برگرفته از رساله و پایان نامه
عنوان مقاله English
نویسندگان English
The present study aimed to analyze regional relationship marketing in public and private banks in Kerman province. The method was descriptive-correlational research.and private banks in Kerman province in 1402, there were 4895 people, of whom 480 were selected using stratified sampling (240 from state-owned banks and 240 from private banks).The data collection tool included a researcher-made questionnaire. Structural equation modeling and SPSS and AMOS software were used to analyze the data.The qualitative results of the research showed that the main themes of relationship marketing in public and private banks in the geographical area of Kerman province include trust, commitment, communication, conflict management, advertising, persuasion, motivation, and disambiguation.The results of fitting the obtained components with the AMOS software show that the component has an appropriate factor loading and all of them were confirmed.The results of fitting the obtained components with the AMOS software show that the component has an appropriate factor loading and all of them were confirmed.
کلیدواژهها English
