To receive a master's degree
Industrial Engineering
July 1394
Abstract
The fierce competition market of banks and the establishment of new private financial institutions and banks in Iran requires banks to think of a solution as soon as possible to keep their customers, and the solution is only in relational marketing. It is customer oriented. Evidence supports relationship marketing as a beneficial strategy for banks. Therefore, in line with the implementation of relational marketing, attention should be paid to the factors that are more important and influential so that more effective steps can be taken in the implementation of this program. This research was started with the aim of identifying and prioritizing the effective factors of relational marketing on customer satisfaction in Isfahan Bank Tejarat department, and it is practical in terms of purpose, and interviews with bank experts, customers and questionnaires were used to collect information. The results of examining the theoretical foundations of 8 factors of trust, empathy, commitment, conflict management, communication, reciprocity, competence and shared values ??have been introduced as the main factors of relational marketing. After identifying the factors using the hierarchical technique (AHP) and the importance-performance matrix method (IPA) and based on the opinions obtained from the experts of Isfahan Trade Bank and customers, these factors were ranked. The obtained results show that the variables of trust, commitment and conflict management are the most important in customer satisfaction.
Key words: relationship marketing, customer satisfaction, hierarchical technique, bank, importance-performance matrix method.
Chapter one:
General
1-1) Introduction
In today's highly competitive world, no doubt Customers are one of the most important assets of any production and service organization. The presence of customers is more important for banks and financial institutions than other organizations because not only the main capital and financial resources of banks are provided through the investment of customers, but also the buyers of all banking services are the same customers; Therefore, the existence of customers is the guarantee of the bank's survival. The importance and examination of customer satisfaction becomes more apparent when we know that one of the main reasons for the deterioration of customers is their lack of satisfaction, and customer dissatisfaction imposes heavy costs on the bank. Creating customer satisfaction requires complete knowledge of the customer, his needs and desires, and as a result, establishing close relationships with the customer. Relationship marketing is a new approach in the banking industry, the main goal of which is to create close and long-term relationships in order to fully understand and understand the customer and ensure his satisfaction. In this research, we identify and prioritize the effective factors of relationship marketing in customer satisfaction in banking services. 1-2) Description and statement of the research problem.
Undoubtedly, it can be said that the most important assets of most companies are their customers. Today, customers are faced with many questions and buts and ifs to make a decision in the purchase process, and the variety of different goods and products have made customers face many choices [1]. On the other hand, companies have found that the cost of attracting new customers is up to five times the cost of keeping current customers, and losing a customer is not just the loss of a sales item, but beyond that, it means losing the entire flow of purchases that the customer has been able to make throughout his life [2]. Unlike classical marketing, whose art is to attract new customers and its emphasis is more on making transactions, relationship marketing is concerned with maintaining and maintaining previous customers and establishing It emphasizes strong relations with them [3]. Relationship marketing has challenged traditional marketing and mixed marketing and has been positioned as a strategic alternative to increase dynamics and interactions in the company's relationships with customers [4]. The concept of relationship marketing was first presented by Berry in 1983 in the field of service organizations and is defined as a strategy for attracting, maintaining and improving relationships with customers [5].
Shani defined relationship marketing as an integrated effort to identify, maintain and establish a network with individual consumers and continuously strengthen this network to achieve mutual benefit through interactive and personal contacts over a long period of time [4]. Relationship marketing has a long-term approach, whose main goal is to provide long-term value to the customer, and its success criterion is long-term customer satisfaction [2]. Customer satisfaction is an overall evaluation of the customer's experience over time with respect to the organization [6]. Kotler defines customer satisfaction as the degree to which a company's performance meets customer expectations. According to Kotler, if the company's performance meets the customer's expectations, the customer will feel satisfied and otherwise dissatisfied [2].
Relational marketing by using technology in marketing, sales, communication and customer management, will create long-term interactions with the customer and will lead to the benefit of both parties (company/customer) by increasing the customer's value. Relationship marketing affects company performance in four ways:
1. Providing the highest quality service to customers to meet their needs.
2. Ensuring that employees are able to meet the needs of customers with greater satisfaction.
3. Increasing customer loyalty.
4. Sales profit [7].
In service industries that require direct communication and interaction with customers, the overall satisfaction of customers is based on how they face and experience the organization; Therefore, companies spend significant resources on measuring and managing customer satisfaction. In order to improve customer satisfaction and loyalty, economic enterprises must research the factors affecting customer satisfaction and their return and achieve their loyalty through ensuring customer satisfaction [8]. Actually, organizations that adopt the relational marketing approach; They can improve their business performance. For example, Sin et al. studied some aspects of the performance of companies in a number of service industries in their research on relational marketing foundations. The results of their research showed that relationship marketing has had a positive and significant effect on the sales growth, market share, and capital return rate of these companies [9]. Considering the increasing competition among banks globally, relationship marketing is considered as a very suitable method for creating and maintaining long-term relationships with customers; because the services that can be provided in commercial banks are relatively uniform and it is difficult for most banks to differentiate their services from competitors; Therefore, a large number of banks in the world are oriented towards using the relational marketing approach and implementing its components [4].
1-3) Importance and value of research
Unfortunately, most of the marketing theories and procedures pay more attention to the methods and strategies of attracting new customers with special emphasis on product sales. They do not care much about keeping existing customers. Today, with the markets becoming competitive, companies have realized the importance of ensuring the satisfaction of existing customers and maintaining them. A study conducted indicates that if companies can reduce their lost customers by 5%, their profitability will increase by 25-85% [10]. It is accepted by all leading companies that in a highly competitive market, it is more profitable to maintain and retain customers by expanding relationships by sacrificing some level of marketing effectiveness in acquiring new customers. The evidence indicates the support of relationship marketing as a beneficial strategy for banks [11]; Therefore, in the current tight competition market of banks in Iran and considering the privatization of a large number of state-owned banks, as well as the insignificant difference in bank profit in the resources and expenses of state-owned and private banks and the possibility of Iran's membership in the World Trade Organization [1] (WTO), banks are required to think of a solution as soon as possible to keep their customers, and the solution is only in marketing. An effective relational and customer orientation is manifested [12].