Investigating the Relationship between Organizational Reputation and Client Satisfaction Considering the Role of Resource Marketing Modifier (Case Study: Kerman Agricultural Bank Branches)

Document Type : Original Article

Authors

1 Management-Humanities-Azad University-Kerman-Iran

2 Management-Humanities-Kerman-Iran

Abstract

This study studies the moderating role of resource marketing in the relationship between organizational reputation and client satisfaction in branches of Keshavarzi Bank in Kerman. The statistical population includes the employees of Kerman Agricultural Bank branches with 400 people and also the customers of Keshavarzi Bank with an unlimited number. Cochran's formula was used to determine the sample size and three questionnaires of resource marketing, client satisfaction and organizational reputation were used to collect information. The validity of the questionnaires was evaluated according to previous research and their reliability was calculated to be 0.92, 0.82 and 0.89. SPSS software, Pearson multiplication and regression software were used to analyze the data. Findings showed that there is a relationship between banks' reputation and its components with client satisfaction. Also, resource marketing has a moderate role in the relationship between organizational reputation components and client satisfaction. Finally, some suggestions are provided for the statistical population of the research.

Keywords

Political Sociology of Iran
Volume 5, Issue 3
June 2022
Pages 1190-1218

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