The effect of relational marketing on increasing customer loyalty

Dissertation for Master's degree(M.A.)

Abstract:

At this time, the use of marketing methods and techniques has been taken into consideration. Studies have shown that the failure of companies and organizations is due to their inability to use organizations and Bankhaus has been placed in private and public sector. For this reason, organizations have been forced to change their response to the market, they have focused less on products and more on customers. They have to have a long-term vision instead of a short-term vision. In this direction, organizations have turned to a new relational marketing strategy. In this research, a main question is raised whether relational marketing increases customer loyalty of National Bank branches? The hypothesis of the research is based on this question and it is whether relational marketing increases the loyalty of the customers of Melli Bank branches. The present research tries to examine and pay attention to the effect of relational marketing dimensions, including the quality of communication, commitment, trust building by the bank and the bank's ability to manage conflicts, on increasing the loyalty of Melli Bank customers. The number of statistical population was announced to be more than 1,000,000 people, and 385 questionnaires were distributed and completed by the researcher. The statistical method was regression, which was checked and estimated by SPSS software. The results indicate that the three variables of the bank's ability to manage conflict, commitment and the quality of communication increase loyalty among customers of National Bank branches, while the variable of building trust by the bank has nothing to do with increasing loyalty.

Globalization requires awareness and awareness can only be achieved through continuous study and research. With a proper and meticulous planning, we will reach the conclusion that one of the most basic categories that needs research is the category of banks and banking services, which results in the loyalty and disloyalty of bank customers. The issue of banking as the financial arm of the government in mobilizing resources provides more favorable conditions for economic development. Also, the existence of competition among institutions and enterprises to gain more market share and customers' efforts to achieve greater satisfaction has caused both enterprises to seek a privileged position in the market and customers to find clues to reach the best suppliers. These changes affect both the structure of the industry and its competitive nature. Today, in order to achieve success in a technology-driven, complex and competitive market, researchers are eager to find the key factors to make customers loyal. One of the key things is to penetrate the relationship between the customer and the organization to obtain advantageous information about the customers, thereby achieving a better understanding of their needs, and the result is to provide the best services to the customers. The current era is a period of accelerated and unpredictable changes. So sticking to today's strategies is risky. In most cases, loyal customers are vital for business success, because attracting new customers is more expensive than maintaining existing customers, and in most of the research conducted by many authors, it has been suggested that loyal customers be used as a competitive asset, and one of the ways to strengthen this is through creating a sincere, appropriate and strong cooperative relationship between sellers and buyers. (Haiderzadeh, 2015, 29)

Today, only those organizations have a good position in the field of competition, which have made the main axis of their activity, providing the wishes of customers and satisfying their needs. The elements of marketing have been mixed. Relationship marketing strategy is based on creating, developing and maintaining relationships with buyers.(Habibi, 2015, 23) The nature of the banking industry requires that they move in the direction of customer orientation and customer retention, because their durability and survival depends on their customers, and the more they can keep their current customers, the more successful they will be. Therefore, the application and development of appropriate strategies and solutions to attract and retain customers in the banking industry will ensure their profitability and survival in the long term. have grown The customer is the only profitable source of the Haubanka company in the present and in the future. But it is always possible to lose a good customer who creates more benefits. Because the competition for obtaining a good customer is very intense (Gary & Byun, 2001, 8)

Relational marketing is a relationship between the organization and consumers, through strengthening the attractiveness of purchasing through multiple marketing activities that cause retention and survival of customers (Berry et al., 1983). Also, relationship marketing is the creation, maintenance and improvement of strong relationships with customers and other stakeholders (Cutler, 1999). It is used to describe strong and passionate attachment to a country, cause or person. Recently, in the field of business, this term has been used to describe a customer's desire to continue working with a company for a longer period of time, to purchase and use frequently and preferably exclusively purchase its goods and services, and to voluntarily recommend that company's products to friends and colleagues. Customer loyalty will only continue until the customer feels that he is receiving better value compared to what he could get by switching to another supplier.

Today, increasing all-round awareness of customers towards the market, access to information has caused customers to show less loyalty to organizations (Ndubisi et al, 2005, 73). Marketers today are looking for ways and information to create loyal customers for themselves because this will reduce marketing and operational costs and increase profitability. If organizations can reduce their lost customers by 5%, their profitability will increase by 25-85%. (Cutler, 2015, 2016) On the other hand, organizations deal with 2 groups of customers, new and old customers, research shows that the cost of attracting new customers is 5 times the cost of keeping current customers. Therefore, paying attention to maintaining old customers is more important than attracting new customers. (Cutler and Armstrong, 2017, 28). In fact, consumer loyalty supports the organization and the organization can have better control over programs (Wang & Sahal, 2002, 4). It is worth noting that loyal customers bring many benefits, including improving the profitability of the organization, reducing marketing costs, increasing the sales of the organization, having customers with low price sensitivity, and so on. pointed out Therefore, it has been suggested that organizations can obtain confidential information about the needs of customers by exerting influence on the relationship between customers and the organization, and accordingly provide more satisfaction than their competitors. (Ndubis, 2005, 75). With the decline of traditional marketing and the rise of relational marketing, organizations intend to create strong links with their customers by using relational marketing strategies. (Cava, 2007, 40). Relationship marketing is the art of business today. In order to retain existing customers, it is essential to be skilled in creating the right customer relationship. (Salari, 1383, 25).