Investigating the effect of service quality on word of mouth marketing with the role of mediating customer loyalty (Case of: branches Bank Tejarat Province North Khorasan)

The purpose of this study was to Investigating the effect of service quality on word of mouth marketing with the role of mediating customer loyalty (case of: branches Bank Tejarat Province North Khorasan)done. This Research In terms of method and Nature Descriptive - survey From Type Correlation The statistical population of the study includes all customers of Tejarat Bank branches in North Khorasan Province.Considering that Structural equation method was used to analyze the data Therefore, it fits It was used to determine the sample size. Based on this, 201 people are considered as a sample and Simple random sampling methods were selected. To collect information from questionnaires service quality (Parasuraman et al 1985), customer loyalty (Chang &Yeh, 2017); (Bhat& Darzi, 2016), word of mouth marketing (Moghimi and Ramezani, 1390) was used. Cronbach's alpha coefficient was used to assess the reliability of the questionnaires. The coefficient values for the variables service quality (0/921), customer loyalty (0/948), word of mouth marketing (0/939) Content validity and face validity of Nayr questionnaire were approved by management professors. To analyze data for descriptive statistics methods through Spss 24 software and inferential statistics (structural equation method) were used using Amos 22 software. Research findings showed Service quality has a positive and significant effect on customer loyalty and word of mouth marketing.also Customer loyalty has a positive and significant effect on word of mouth marketing And that service quality Indirectly and through Customer loyalty on word of mouth marketing It is effective.