Purpose: By applying the Push-Pull model, the purpose of this paper is to examine the effects of Relationship Marketing and Relationship Marketing Tactics on customer loyalty in banking. Design/methodology/approach: A quantitative methodology was used to explore the influence of RM and RMTs (Push-Pull Model) on Customer Loyalty. Data were collected from 385 customers of Tejarat Bank in Mashhad. Data processing was performed using structural equations modeling (SEM) through SmartPLS 3. Findings: Based on the study results, it was concluded that there is a positive and significant relationship between Relationship Marketing dimensions and Customer loyalty. The results also revealed that there is a positive and significant relationship between Push and Pull factors and Customer loyalty. Originality/value:
Several studies in the literature have studied the Relationship Marketing and its impact on customer loyalty. However, few research studies have focused on the variables Push-Pull Model. In this research, for the first time this model was investigated in the banking sector of Iran. Type: Research paper.
