Novel Explorations in Computational Science and Behavioral Management

Novel Explorations in Computational Science and Behavioral Management

Examining the relational effect on trust with regard to the mediating role of change (case study: Shahr Bank of Mashhad)

Document Type : Original Article

Author
Mahdi Karimzadeh Bajestani
M.A. in commercial management, Bank Shahr, Mashhad, Iran.
10.22034/necsbm.2025.489515.1092
Abstract
One of the prominent strategies of relational marketing is that it has positive consequences. This research has been conducted with the aim of investigating the impact of relational marketing on customer trust, considering the mediating role of barriers to change. The research is descriptive-survey in terms of applied purpose and in terms of method. The statistical population of this research was the customers of Shahr Bank branches in Mashhad. The sample size was determined based on Cochran's formula, 384 people were selected by non-probability method. The tool of data collection was a standard questionnaire, the validity of which was confirmed by the method of confirmatory factor analysis and the reliability of Cronbach's alpha method and the combined reliability coefficient. Structural equation modeling by SmartPLS3 software was used to check the hypotheses. Research results show that relational marketing increases customer trust and increases barriers to change. This helps in customer retention. Also, barriers to change increase customer trust. In this research, the mediating role of change barriers has been confirmed.
Keywords
Relationship marketing
customer trust
barriers to change
Mediator role

Subjects

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Novel Explorations in Computational Science and Behavioral Management
Volume 3, Issue 1 - Serial Number 5
September 2025
Pages 141-157

  • Receive Date 18 November 2024
  • Revise Date 21 December 2024
  • Accept Date 19 February 2025