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Asian Journal of Research in Business Economics and Management
Year : 2016, Volume : 6, Issue : 4
First page : ( 49) Last page : ( 58)
Online ISSN : 2249-7307.
Article DOI : 10.5958/2249-7307.2016.00033.5

A Study of the relationship between Relationship Marketing and Emotional Marketing at Melli Bank Branches of Babol Township

Memarian Erfan1, Falahian Mohadeseh2

1Department of Management, Unit of Babol, Islamic Azad University, Babol, Iran

2Department of Management, Unit of Babol, Islamic Azad University, Babol, Iran

Online published on 4 April, 2016.


The increased competition in the markets and the need to understand the importance of customer retention for organizations have caused them to gradually develop and maintain long-term relationships with their customers. Relationship marketing is actually the best strategy that can help achieve this goal. Nowadays, due to the intense competition among commercial organizations, the use of relationship marketing does not suffice. This research has dealt with the effects of relationship marketing elements and emotional marketing on customer loyalty. A descriptive and influential research method has been used in this study and the data have been gathered through questionnaires and have been analyzed using the SPSS software. The study population includes the customers of Melli Bank of Babol Township and sampling has been done using Morgan and Krejcie Table and 384 people were selected. The results show that there is a positive and significant between relationship marketing, emotional marketing and customer loyalty in Melli Bank of Babol Township.



relationship marketing, emotional marketing, customer loyalty.


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