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2012 (Vol. 4, Issue: 14)
Article Information:

Strength and Quality of Relationships in Customer Services; Case of Retail Environments Based on Customers Perception

Kambiz Heidarzadeh Hanzaee and Amanolla Rahpeima
Corresponding Author:  Kambiz Heidarzadeh Hanzaee 

Key words:  Commitment, customer loyalty, relationship quality, relationship strength, trust, ,
Vol. 4 , (14): 2126-2133
Submitted Accepted Published
February 09, 2012 March 10, 2012 July 15, 2012

The present study aims to study the quality and strength of the relationships in customer services of retail environments and its relationship with some variables such as service quality and customer loyalty based on the customers’ perception of their shopping experience. For this purpose, a sample of 445 customers who has had the experience of shopping at a chain store in Shiraz-Iran was used in order to collect data. The data were analyzed using LISREL 8.8 software program. The findings indicate the existence of the relationships between the variables based on the research hypotheses. Through this study, the effects of the variables such as service quality, trust and commitment on relationship strength and the effect of relationship strength on relationship quality and customer loyalty were investigated. The implemented sample of the research limits its generalizability and it is possible to enlarge the sample size in order to enhance the generalization. The findings may help the managers and executives to affect some variables such as relationship quality and customer loyalty behaviors through controlling the predictive variables such as quality level of the provided services. In addition, the findings, considering all aspects, can be generalized to the services that hold some common features with regard to the nature of customer relationships in retail industry such as travel agencies, insurance firms and banking.
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  Cite this Reference:
Kambiz Heidarzadeh Hanzaee and Amanolla Rahpeima, 2012. Strength and Quality of Relationships in Customer Services; Case of Retail Environments Based on Customers Perception.  Research Journal of Applied Sciences, Engineering and Technology, 4(14): 2126-2133.
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ISSN (Online):  2040-7467
ISSN (Print):   2040-7459
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