Business & Management Studies: An International Journal

Business & Management Studies: An International Journal

THE MEDIATION ROLE OF RELATIONSIP QUALITY PERCEPTION ON THE RELATIONSHIP BETWEEN RELATIONSHIP MARKETING ACTIVITIES AND RE-PURCHASE INTENTION

Yazarlar: Özer YILMAZ

Cilt 4 , Sayı 2 , 2016 , Sayfalar 142-161

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Özet: This study attempted to determine the effect of banks' relationship marketing operations on consumers' intentions of repurchasing and the mediator role of relational quality perception on this effect.  Data used in this study were gathered through a questionnaire from 482 participants in Balıkesir city centre. Descriptive statistics and structural equation modeling based on PLS algorithm (PLS-YEM) were used for the analysis. Results indicated that banks' relationship marketing operations significantly and positively affected consumers' intentions of repurchasing and relational quality perceptions of consumers had a complete mediator effect on this relationship. 

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@article{2016, title={THE MEDIATION ROLE OF RELATIONSIP QUALITY PERCEPTION ON THE RELATIONSHIP BETWEEN RELATIONSHIP MARKETING ACTIVITIES AND RE-PURCHASE INTENTION}, volume={4}, number={142–161}, publisher={Business & Management Studies}, author={Özer YILMAZ}, year={2016} }
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Özer YILMAZ. (2016). THE MEDIATION ROLE OF RELATIONSIP QUALITY PERCEPTION ON THE RELATIONSHIP BETWEEN RELATIONSHIP MARKETING ACTIVITIES AND RE-PURCHASE INTENTION (Vol. 4). Vol. 4. Business & Management Studies.
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Özer YILMAZ. THE MEDIATION ROLE OF RELATIONSIP QUALITY PERCEPTION ON THE RELATIONSHIP BETWEEN RELATIONSHIP MARKETING ACTIVITIES AND RE-PURCHASE INTENTION. no. 142–161, Business & Management Studies, 2016.
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