Relationship between Relationship Marketing on Customers Use Repeat of Banking Services (Case Study: Bank Saderat Iran)

The aim of this study is relationship between relationship marketing on customers use repeat of banking services (Case study: in bank Saderat Iran). This research in term of developing aims practical, in terms of how to run and in according to the research objectives is the survey. The statistics population is the customers of bank Saderat Iran in south supervision of Tehran, sample number was determined 150 people. A questionnaire was used to collect data. Questionnaires to some experts (experts) were the results led to a reform of the items. As a result, the questionnaire were received of face validity and content. Cronbach' s alpha coefficient for each variable were more than 7.0 and thus the reliability of the questionnaire was confirmed. To test the hypothesis, one-sample t test, Pearson correlation coefficient and regression bivariate in the significance level of less than 0.05, a spss19 application software used. The results showed that, from the customer's perspective, social factors, information exchange, and monitor sales activity relationships, relationship marketing elements on the banks of the study were in good condition. The results showed that, for every one unit increase in the improvement of customer attitudes to social factors, the exchange of information in the bank, the monitoring of employee relations, respectively, 47, 70, 60% to refer them to the bank for banking, was added. The staff trust and quality of service as indicators of sales activities variable respectively, the share largest in explaining customers use repeated changes in bank services.