آموزش ابزارهای بازاریابی بر بستر فضای مجازی و تأثیر آن بر وفاداری مشتریان: مطالعه موردی بانک شهر

In today's competitive and dynamic world of banking, large-scale marketing goals cannot be achieved without considering marketing communications and training marketing tools for loyal customers.Today's world is a world of rapid and vast changes in all dimensions.There is no doubt that all countries in the world in close competition seek to enjoy economic, social, cultural benefits, etc., especially to receive a greater share of income and profits and thus improve quality through the use of information technology. Intense focus on service quality makes the product valuable to the customer and leads to their loyalty, and is one of the most common tools that marketing managers use to inform and persuade customers to direct their persuasive communications to their target buyers and communities. , Are the platform of cyberspace and marketing tools. In today's competitive and dynamic world of banking, I can not achieve the goals of specialized training without considering the communication and marketing tools for loyal customers. Intense quality service makes the product useful to the customer and increases their loyalty, and is one of the most common tools that managers choose to build and persuade customers to direct their persuasive communications to others and their target communities. they do. They are used as a platform for cyberspace and marketing tools. The present study, in terms of the time of the first nine months (1400), is "applied" in terms of purpose and correlational in nature and "descriptive-survey" in terms of nature. The research population of this research was the branches of Semnan Shahrestan Bank and the statistical sample in this research was the selection of 150 loyal customers of this bank. After collecting the data, the researcher used Smart PLS software to analyze it, and in the end, the results show that only among the variables "marketing tools through cyberspace", "brand awareness", "customer satisfaction" There is a significant relationship between customer loyalty. In recent years, marketing for items other than goods has expanded greatly, including the marketing of educational services. By directing their activities towards services, marketing managers should raise their awareness of new methods of marketing various types of services, including the marketing of educational services. educational services; It includes activities that are necessarily intangible and are offered from one person to another without leading to ownership.A tool for active development of goals, values and products for partners, employees and the larger community, strategic partner, knowledge developer and facilitator of economic capital and society, a management process that requires planning, analysis, resource allocation, control and investment, Clear Educational objectives and policy unification to provide satisfied customers with educational services.Undoubtedly, cyberspace today has an inevitable role in advancing programs and socializing people, and they are used to shape public opinion and guide people and decisions in the desired direction; So that parallel governments and institutions in charge have enjoyed unparalleled power in the domestic arena. In the present age, technological progress, especially cyberspace, plays a high role and place in socializing people.Recent advances in technology, especially in the field of Internet and cyberspace, have led more and more individuals and organizations to interact with each other to achieve personal and organizational goals in cyberspace. As the number of people accessing the Internet increases, so does the importance of knowing how and why this digital environment and how it operates. We should note that the increasing use of cyberspace and social media has become very popular these days, which has had a significant impact on the relationship between sellers and customers and how customers engage with the brand.Studies by Blasco Arkas et al. (2016) show that both major brands (70%) and small businesses (80%) use social media to grow their business and make the most of Users have made purchasing decisions using online studies, online interviews, social information and trust in interviews as personal recommendations. Today, marketing activities in cyberspace have a great impact on today's markets, and customers first gather information about their goods or services from the Internet and virtual networks before buying. The issue of customer involvement and loyalty has attracted a lot of attention in recent years. This is because customer engagement is related to many important indicators of brand performance. Not surprisingly, many of these online brand interactions occur through social media. Customers who engage with their brand online communities feel more connected to their brand, have more trust in their favorite brands, have a higher level of satisfaction with their brand, and are more loyal to their brand.Marketers should be aware that as people become more inclined to cyberspace and online, their desire for traditional methods decreases. This reduces their focus on other communication channels, resulting in reduced cost[1]effectiveness and marketing activities, and changes in customer engagement methods. Therefore, in such a situation, one of the problems facing businesses is the awareness of the factors affecting customer engagement in cyberspace, and to the extent that these factors are aware, they can increase their customer engagement in cyberspace and in Ultimately, it has made the company more profitable and they can continue their activitiesBut the advancement of communication technology and the advent of the Internet and other media has increased consumer awareness and thus raised their expectations. Therefore, if organizations can use cyberspace tools in new marketing approaches to achieve a higher level of customer satisfaction, they can create loyal customers, for life, and in this case, engaging customers in cyberspace to The title is an important background for loyalty. With the advent of private banks in the Iranian economy, competition to attract customers has increased.Social media has changed the way people communicate, and companies have created their websites based on social networking sites so that they can interact and communicate directly with consumers. On the one hand, social media has a powerful function to convert customers 'offline social networks to online, therefore, it can serve as an effective platform for companies to use customers' social networks and expand rapidly. Information to be served to a large number of potential customers. Therefore, this study intends to study the marketing tools and cyberspace platform and its effect on customer loyalty of Bank Shahr so that the results of this research can provide the necessary information and knowledge to develop and improve the performance of managers and experts of this bank