Investigating the effect of marketing capabilities and advertising strategy on the willingness to buy again in the banking industry
The purpose of this research is to investigate the effect of marketing capabilities and advertising strategy on the willingness to buy again in the banking industry. The statistical population of the research includes all bank customers in Mashhad city and the samples were selected from the customers of private banks. Using Cochran’s formula, the sample size was equal to 384 people who were selected based on available non-random sampling method. In order to measure the variables, a standard questionnaire was used. The diagnostic, convergent and divergent validity of the questionnaire and the reliability of the questionnaire were also evaluated with Cronbach’s alpha coefficient. The research model was tested based on structural equation method and LISREL software. The results showed that marketing capabilities have a significant effect on the willingness to repurchase in the banking industry, and advertising strategy has a significant effect on the willingness to repurchase in the banking industry.
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