Investigating the Impact of Online Relationship Marketing Dimensions on Customer Loyalty with the Mediating Role of Online Trust (Case Study: Tejarat Bank West Tehran Branches)

The purpose of this study is to investigate the effect of online relationship marketing dimensions on customer loyalty with the mediating role of online trust. The present study is a descriptive research in terms of applied purpose and in terms of data collection. Structural equation modeling method has been used for analysis. The statistical population of this research is the customers of Tejarat Bank West Tehran branches. Therefore, the sampling method is available that due to the uncertainty of the statistical population, the sample size with a confidence level of 0.95, based on the Cochran's formula of 384 people has been determined. Due to the survey and the existence of research, a questionnaire was used to collect data. The validity of the questionnaire was confirmed in the first stage through content validity. The reliability of the questionnaire was confirmed by Cronbach's alpha coefficient. The results showed that participation has a significant effect on interaction. Participation has a significant impact on online trust. Participation has a significant effect on customer loyalty. Interaction has a significant effect on online trust. Interaction has a significant effect on customer loyalty. Partnership with the mediating role of online trust has a significant effect on customer loyalty. Interacting with the mediating role of online trust has a significant effect on customer loyalty.