The Role of Experiential and Supportive Marketing on Customer Loyalty with the Mediating Role of Service Quality (Case Study: Agricultural Bank of Ardabil Province)

Abstract

Banks, as one of the economic pillars of the country, have sought to enhance the effectiveness of their marketing activities in recent years. This shift is driven by the increasing competition in the banking services market, the emergence of private banks one after another, the anticipated presence of foreign banks in the near future, and the necessity of ensuring long-term survival. The present study aims to examine the role of experiential and supportive marketing on customer loyalty, with the mediating role of service quality. The statistical population includes all customers of the Agricultural Bank of Ardabil Province, which is considered an unlimited population. Based on Morgan’s table, a sample size of 377 individuals was selected using stratified random sampling. Data collection was conducted using standardized questionnaires developed by Dubois (2005), McLuhan (2008), and Ashrafi (2007). The validity and reliability of the questionnaires were confirmed through confirmatory factor analysis and Cronbach's alpha coefficient. The collected data were analyzed using structural equation modeling (SEM) and bootstrapping methods, with calculations performed using SPSS, Lisrel, and Stata software. The findings of this study indicate that experiential and supportive marketing have a significant impact on customer loyalty. Additionally, the mediating role of service quality in the relationship between experiential and supportive marketing and customer loyalty was confirmed.