eprintid: 1006
rev_number: 7
eprint_status: archive
userid: 6
dir: disk0/00/00/10/06
datestamp: 2024-03-19 00:55:19
lastmod: 2024-03-19 00:55:19
status_changed: 2024-03-19 00:55:19
type: article
metadata_visibility: show
creators_name: Jafari Titkanloo, Saeed
creators_name: Ramzanpour, Mahdi
creators_name: Fakour, Aria
creators_name: Nasri, Seyed Reza
title: The effect of marketing activities on gaining a competitive advantage with the mediating role of relationship quality; case study: Ansar Bank of Mashhad
ispublished: pub
subjects: HD61
divisions: j7
full_text_status: public
keywords: Competitive advantage, Relationship quality,  Marketing activities
abstract: The banking industry is experiencing an increasingly competitive atmosphere. The emergence of financial institutions and their entry into the competition arena have disrupted the existing security margin for banks. They have also challenged the guaranteed market share of many banks. Therefore, the purpose of the present research was to investigate the effect of marketing activities on gaining a competitive advantage with the mediating role of customer relationship quality at Ansar Bank, Mashhad, Iran. An applied research model with a descriptive survey design was used in this study. The statistical population of the research consists of the customers of the branches of Ansar Bank in Mashhad. The statistical population was selected using simple random sampling with the distribution of 400 questionnaires. Expert opinion was used to measure validity. Reliability measurement was performed using Cronbach’s alpha which was calculated to be 0.93. Structural equation modeling (SEM) and LISREL were used for data analysis. The results suggest that marketing activities have a positive and significant effect on relationship quality and acquiring a competitive advantage. They also indicate that relationship quality has a significant effect on gaining a competitive advantage. Furthermore, it was revealed that marketing activities have a positive and significant effect on acquiring a competitive advantage with the mediating role of relationship quality.
date: 2020-06-25
publication: Journal of Educational and Management Studies
volume: 10
number: 2
publisher: Scienceline Publication, Ltd
pagerange: 30-39
id_number: doi:10.51475/jems.2020.4
refereed: TRUE
issn: 2322-4770
official_url: https://doi.org/10.51475/jems.2020.4
citation:    (2020)     The effect of marketing activities on gaining a competitive advantage with the mediating role of relationship quality; case study: Ansar Bank of Mashhad.   Journal of Educational and Management Studies.  pp. 30-39.  ISSN 2322-4770   
document_url: http://eprints.science-line.com/id/eprint/1006/1/JEMS%2010%282%29%2030-39%2C%202020.pdf