The purpose of this study was to examine the effect of relationship marketing on customers’ frequent use of services provided by an Iranian bank named Eghtesad Novin (EN). The present study was a correlational-applied study. The population of this study was all customers who had more than two years of collaboration with the EN Bank and were living in Tehran. Therefore, those branches located in diverse districts of Tehran were selected from all branches across the country. Since each branch was associated with one of quadripartite districts, five branches were selected randomly from each district. Multi-phase cluster random sampling was carried out in these districts. To obtain a sample size, formula of ratio estimation with a relative error of 0.05 and a maximum variance value of 0.50 were used so that the total size of sample was determined as 400 approximately. This study utilized the descriptive survey method. For this purpose, researcher-made questionnaires were used. In order to determine the reliability of the above-mentioned questionnaires, Cronbach & apos; s alpha coefficient was used and it was determined as 0.813, which confirmed the questionnaires. In addition, the validity of these questionnaires was reviewed and confirmed using expert opinions and viewpoints of professionals working in the banking sector as well as respectful professors. Inferential statistics as well as SPSS and LISREL software were used in order to design the research model. To this end, the effect of the foundation of relationship marketing including commitment, trust, communication and conflict-handling on customer loyalty, the importance of these factors from the perspective of the customers and the bank & apos; s success in creating any of the variables was examined and the data was analyzed using multiple regression method. The results showed that, except commitment, other foundations of relationship marketing had significant and positive effects in this bank.

This paper presents an empirical investigation to study the relationship between social capital and organizational commitment. The study considers the relationship between social capital with three components of organizational commitment; namely, affective commitment, continuous and normative commitment. The study has been applied among a sample of 292 regular employees who worked for an Iranian bank located in city of Tehran, Iran. The implementation of Pearson correlation has indicated that there were positive and meaningful relationships between social capital and affective commitment (r = 0.197, Sig. = 0.01), continuous (r = 0.308, Sig. = 0.01) and normative commitment (r = 0.423, Sig. = 0.01). In addition, the study has detected that women had more commitment on their organization than men did. The proposed study of this paper has also considered a regression model where organizational commitment is dependent variable and trust and communication are considered as independent variables. According to the results of regression analysis, an increase of one unit in trust and social capital communication will increase organizational commitment by 0.189 and 0.204, respectively.

The purpose of this paper is to evaluate the relationship between employees’ of East Azarbaijan Melli bank (zone 10) self-esteem and pertinacity. For this reason, employee’s self-esteem was arranged in two dimensions, which are consistency solidity, emotional inconsistency and pertinacity. The questionnaire is based on Kobasa theory including three sides including commitment, control and defiance. There are two basic and three subsidiary theories. Employee of East Azarbaijan Melli bank (zone 10) is statistical society of this research, which includes 80 people. Reference to restricted volume of statistical society, total statistical society is concerned as under evaluation society. The tool of data gathering is two questionnaires, which are Aizenc’s self-esteem questionnaire and Kobasa’s pertinacity standard questionnaire, which are delivered for evaluating society after perpetuity and justifiability determination. The descriptive statistical methods are used for collected questionnaires analyze. Thus, the descriptive statistical method was used to summarize, to categorize and to interpret statistical data’s. In addition, statistical tests such as Pearson and Freidman’s coherency R are used to test the hypothesis of research. The results indicate that there is a meaningful relationship between self-esteem and pertinacity and its sides on employees of East Azarbaijan Melli bank (zone 10). They present maximum relationship between self-esteem and pertinacity control and minimum relationship between pertinacity commitment dimensions.