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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 4 Issue 1 pp. 1-4 , 2014

Investigating the effect of different conflict management strategies on brand promise: A case study of banking industry Pages 1-4 Right click to download the paper Download PDF

Authors: Hosseinali Aziziha, Seyed Shahab Mousavi, Seyed Alireza Hosseini Tabatabaee, Ali Khodsetan

DOI: 10.5267/j.msl.2013.12.008

Keywords: Banking industry, Brand promise, Conflict management

Abstract: The purpose of this paper is to study the effect of different conflict management strategies including competition, cooperation, prevention and compromise on brand promise. The proposed study uses the questionnaire developed by Putnam and Wilson (1982) [Putnam, L. L., & Wilson, C. E. (1982). Communicative strategies in organizational conflicts: Reliability and validity of a measurement scale. Communication yearbook, 6, 629-652.] to measure conflict management measures and to measure the components of brand promise, the study develops a questionnaire. The proposed study is executed among some employees of bank Melli Iran in city of Tehran, Iran. Cronbach alphas have been calculated as 0.76 and 0.83 for conflict management and brand promise, respectively. Using Pearson correlation ratios as well as multiple regression technique, the study determines that there was a reverse relationship between two conflict management strategies, cooperation and compromise, and brand promise. In addition, there was a positive relationship between two conflict management strategies, competition and compromise, and brand promise.

How to cite this paper
Aziziha, H., Mousavi, S., Tabatabaee, S & Khodsetan, A. (2014). Investigating the effect of different conflict management strategies on brand promise: A case study of banking industry.Management Science Letters , 4(1), 1-4.

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Journal: Management Science Letters | Year: 2014 | Volume: 4 | Issue: 1 | Views: 2446 | Reviews: 0

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