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The effect of relational marketing on the satisfaction of Bank Melli customers (case study of Bandar Anzali city)

Number of pages: 164 File Format: word File Code: 31272
Year: 2013 University Degree: Master's degree Category: Management
Tags/Keywords: Affiliate marketing - banking system - Business - Customer satisfaction - Customer satisfaction - Marketing
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  • Summary of The effect of relational marketing on the satisfaction of Bank Melli customers (case study of Bandar Anzali city)

    Abstract

    Today, the business world is based on "customer satisfaction" in such a way that expanding services and even providing them without considering this principle is not only difficult, but also impossible. The intensity of competition in the markets and the understanding of the importance of keeping customers has made banks gradually take steps towards maintaining long-term relationships with customers. Today, in order to prevent customers from turning towards competitors, managers should more than ever seek to understand the demands and needs of customers in order to better meet their needs and establish long-term business relationships with them. Customer satisfaction is considered as a law by which companies manage the relationship with their customers. Generally, customer satisfaction is defined as the overall evaluation of customers based on the purchase and consumption experience of products and services. The concept of "relational marketing" has attracted significant research attention from marketing researchers during the last two decades. The basic and fundamental advantage of the relational marketing approach claims to create stronger relationships with customers, which increases performance results that include sales growth, market share, profits, return on investment and customer retention. The current research method is regression-correlation type. For this purpose, a questionnaire with 29 questions has been designed. The results of data analysis using SPSS software indicate the positive effects of relational marketing dimensions on customer satisfaction, and finally, the use of relational marketing dimensions (trust, commitment, communication, shared value, mutual relations) is suggested for banks to create customer satisfaction.

    Keywords: Relationship marketing, customer satisfaction, trust, commitment, establishing communication, shared value, mutual relations.

    Chapter one: General research

     

     

    1-1) Introduction

    In any economy, the financial sector and specifically banks are interpreted as the driving engine in the process of achieving growth through appropriate and optimal allocation of resources to economic productive sectors. Banks are defined as service providers to customers. Banks and financial institutions are defined as intermediaries of funds between depositors and investors. Banks are defined as a business entity with the purpose of generating income from expenses incurred during commercial activity (Raisi Dehkordi, 2017-18)

    On the other hand, considering the economic conditions prevailing in the country's banking system, which face difficulties in bank transactions and opening LCs and do not allow remittances from our country to other countries; Also, foreign commercial companies are subject to fines for conducting commercial transactions with our country, the National Bank and other banks have encountered many problems in carrying out their activities (Moradi, 2012, 49).

    As economic institutions, banks always seek to fulfill the expectations and needs of their customers. Banks and financial institutions must be able to provide their services in a way that creates value (satisfaction) in customers and in their main task. which is to satisfy the customer to be successful. Organizations are victorious in this quantitative and qualitative competition whose managers adapt their organization to the environmental conditions and improve the internal conditions. On the one hand, the profitability of a company, which guarantees its survival, depends on the design of the correct market management plan based on satisfying the needs of customers (Bahirai, 2011, 29).

    Today, banks and financial institutions seek to attract customers and increase their satisfaction, constant communication with customers is particularly important, and on the other hand, competition among banks and loan institutions in the variety of banking services has increased. (Rajabi, 2013, 2015).

    The closer and more intimate the relationship between the organization and customers, the closer they can be made to the organization (Bahirai, 2013, 2014).

    The concept of relational marketing has received significant research attention from marketing researchers during the last two decades. The basic and fundamental advantage of the relational marketing approach is to create stronger relationships with customers that increase performance results that include sales growth, market share, profits, return on investment, and customer retention (Nguyin, 2011).. [1]

    In this research, the effect of relational marketing dimensions (trust, commitment, communication, shared value, empathy, mutual relations) on customer satisfaction will be investigated, in order to first determine whether the dimensions of relational marketing have an effect on customer satisfaction, and secondly, if so, which of the dimensions has the greatest effect on customer satisfaction.

    In this chapter, the problem statement, research questions, research objectives, theoretical framework, research hypotheses, conceptual definition and The operation of the research variables and finally the scope of the research will be mentioned. 1-2) Statement of the problem Today, the business world is based on "customer satisfaction" in such a way that expanding services and even providing them without considering this principle is not only difficult, but also impossible. (Aghadavoud, 2010, 234). They manage with their customers (Nguyin, 2011).[2] Satisfaction is an emotional-emotional state, and after each service experience, customers experience different levels of satisfaction or dissatisfaction, according to how much their expectations have been met or exceeded (Lovelock, 2011, 126)[3] Customer satisfaction has many benefits for any institution, and a higher level of customer satisfaction leads to greater customer loyalty. Very satisfied customers always spread favorable word-of-mouth advertising and it becomes a popular advertisement, which reduces the cost of acquiring new customers. (Lovelock, 1391, 128)

    Philip Kotler defines satisfaction as the pleasant or unpleasant personal feelings that come from comparing the product's performance on a scale with the consumer's expectations. For example, the result of a customer survey of a bank branch showed that the loyalty of completely satisfied customers was almost 42% higher than that of customers who were only satisfied. (Lovelock, 2011, 126).

    Research results show that "communication" has a positive effect on service improvement and "customer satisfaction" has a positive effect on customer loyalty and "service improvement" has a positive effect on customer satisfaction (Kamunda, 2012) and also "easy technology" has a positive effect on customer satisfaction (Gangoli, 2011) [5]. The results of Le Neguyen Hau's research in 2011 show that among the components of relational marketing, trust, commitment, shared value, and mutual relationships have a positive effect on customer satisfaction, while communication and empathy (the ability to understand customer behavior) do not. Interestingly, the role of trust and commitment in customer satisfaction is better than shared value and mutual relationships (Nguyin, 2011) [6]. Relationship marketing is a strategy to attract, maintain and improve relationships with customers so that the goals of both parties are met in this relationship (Dubisi, 2007) [7]. This is beneficial, because attracting new customers is much more expensive than maintaining existing customers, customers are less sensitive to the price and provide the possibility of free and free word of mouth advertising of the company's products (Aghadavoud, 2011, 195). The basic and fundamental advantage of the relational marketing approach claims to create stronger relationships with customers, which increases performance results that include sales growth, market share, profits, return on investment, and customer retention (Nguyin, 2011).

    According to the material raised and the importance of customer satisfaction and the role of relational marketing components, the question arises in the mind of the researcher: Does relational marketing affect the satisfaction of Bandar Anzali National Bank customers?

    1-3) Importance of the research topic

    As the competition field becomes more competitive, banks have realized the need to change their behavior with the customer and respect him. The customer has a lot of choice and does not easily establish a long-term relationship with any institution (Aghadavoud, 1391, 133). Relationship marketing emphasizes the importance of creating and maintaining a relationship between customers and buyers, compared to the transactional orientation of the classic marketing paradigm. (Eagle Sias, 2011) [8]. The concept of relationship marketing has attracted much research attention from marketing researchers during the last two decades

  • Contents & References of The effect of relational marketing on the satisfaction of Bank Melli customers (case study of Bandar Anzali city)

    List:

    Abstract..C

    Chapter One: General Research

    1-1) Introduction. 2

    1-2) statement of the problem. 3

    1-3) The importance of the research topic. 5

    1-4) research objectives. 6

    1-5) theoretical framework. 7

    1-6) research questions. 11

    1-7) research hypotheses. 12

    1-8) Conceptual and operational definition of research variables. 12-1-8-1) Conceptual and operational definition of relational marketing. 12-1-8-2) Conceptual and operational definition of customer satisfaction. 14

    1-9) Scope of research. 14

    (1-9-1) Thematic domain. 14

    (1-9-2) Spatial domain. 14

    (1-9-3) Time domain. 14

    Chapter Two: Theoretical foundations of research

    2-1-1) Introduction. 16

    2-1-2) The history of relational marketing. 17

    2-1-3) definition of relational marketing. 20

    2-1-4) The nature of relational marketing. 23

    2-1-5) The difference between relational marketing and traditional marketing. 23

    2-1-6) Reasons for the popularity of affiliate marketing. 26

    2-1-7) The basic principle of relationship development. 27

    2-1-8) relational marketing models. 28

    (2-1-8-1) The six marketing model of relational marketing. 28

    2-1-8-2) The revised model of six relational marketing markets. 29

    2-1-8-3) Relational marketing model in the retail sector. 31

    2-1-8-4) application model of relational marketing. 32

    2-1-8-5) relational marketing model between industrial organizations. 34

    2-1-8-6) Morgan and Hunt model. 35

    2-1-8-7) Tahir Rashid model. 36

    2-1-8-8) My model is Aso-Spetin. 37

    2-1-8-9) Cutler's five-level relationship marketing model. 37

    2-1-9) related marketing components and factors. 38

    2-1-10) The importance of relational marketing in banking. 41

    2-1-11) Related marketing resources for banks. 42

    2-2-1) Who is the customer? 43

    2-2-2) The importance of the customer. 43

    2-2-3) types of customers. 44

    2-2-4) Definition of customer satisfaction. 46

    2-2-5) Benefits of customer satisfaction. 50

    2-2-6) Factors of customer dissatisfaction. 51

    2-2-7) Consequences of customer dissatisfaction. 52

    2-2-8) Examining the structure of customer satisfaction models. 53

    2-2-9) Objectives of measuring customer satisfaction. 57

    2-2-10) Definition of customer relationship management. 58

    2-2-11) The main parts of CRM. 59

    2-2-12) Objectives of customer communication system. 59

    2-2-13) Advantages of using CRM system. 60

    2-2-14) Types of CRM systems (CRM technologies). 60

    2-2-15) complaints management and service improvement. 61

    2-2-16) customer complaints. 61

    2-2-17) Options facing dissatisfied customers. 62

    2-2-18) Benefits of complaint management from Matsushita's point of view. 62

    2-2-19) The effect of waiting time on customer satisfaction. 63

    2-2-20) The relationship between employee satisfaction and customer satisfaction. 64

    2-2-21) successful employee. 64

    2-2-22) Customer satisfaction and its relationship with loyalty. 65

    2-2-23) ways to achieve customer satisfaction. 66

    2-3) Research background. 66

    2-3-1) Internal investigations. 66

    2-3-2) Foreign research. 69

    Chapter three: The method of conducting research. 70

    3-1) Introduction. 73

    3-2) research method. 73

    3-3) Society and statistical sample. 74

    3-4) Methods and tools for collecting data and information. 77

    3-5) Validity and reliability of measurement tools. 78

    3-6) Cronbach's alpha of research variables. 80

    3-7) Kolmogorov-Smirnov (k-s) test. 81

    3-8) Data analysis method. 82

    Chapter four: Analysis of data and information. 83

    4-1) Introduction. 84

    4-2) Description of demographic variables of the respondents. 85

    4-3) Description of research variables. 89

    4-4) Research hypothesis test. 96

    4-5) Examining the status of research variables. 102

    Chapter five: conclusions and suggestions. 104

    5-1) Introduction. 105

    5-2) Descriptive statistics results. 105

    5-3) Results of inferential statistics. 108

    5-4) Suggestions based on research findings. 110

    5-5) research limitations. 111

    5-6) Suggestions for future research. 112

    List of sources and sources. 113

    A) Persian sources. 114

    b) Non-Persian sources.117

     

    Source:

     

     

    A) Farsi sources

     

    Aghadavoud, Sidersol, 1391, "Practice in dealing with customers", Isfahan, Ghazal

    Alodari, Hassan, 1390, "Marketing and market management", Tehran, Payam Publications Noor.

    Bahirai, Farhad, Electronic Services Marketing Mechanisms, News Education Monthly, Bank Melli Publications, 2013-29-33.

    Peri, Markadward, 2013, "Customer Mind Map", Dergi, Parviz Vesalari, Mohammad, Tehran, Marketing

    Sarmed, Zahra and Bazargan, Abbas, Hejazi, Elahe, 2013, "Research Method in Behavioral Sciences", Tehran, Agah.

    Hafez Niya, Mohammad Reza, 2013, "Introduction to Research Methodology in Human Sciences", Tehran, Samt Publications.

    Khaki, Gholamreza, 2013, "Research Methodology for Writing a Dissertation", Tehran, Reflection Publications.

    Khalili Shurini, Siavash, 2018, "Research Methods in Human Sciences", Tehran, Institute Yadavare Ketab Publications. Khaki, Gholamreza, 1391, "Research Method in Management", Tehran, Fujan. 10- Dadkhah, Mohammad Reza, 1392, "Mushtiri Modari", Tehran, Shahreshob.

    12- Delavar, Ali, 2018, "Theoretical and Scientific Foundations of Research in Humanities and Social Sciences", Tehran, Rushd Publications.

    13- Raisi Dehkordi, Shahram, Acquaintance with Bank Performance Evaluation Indicators, CAMEL Index, Khabar Educational Monthly, Bank Melli Publications, Khardad, 2019, pp. 17-18.

    14-Rajabi, Hossein Ali, study of the impact of electronic banking on Bank Melli's customer satisfaction, monthly educational news, Bank Melli Publications, Khordad 1392, p. 60.

    15- Ranjbarian, Bahram and Rashid Kabali, Majid, "Analysis of the relationship between perceived value, perceived quality, customer satisfaction and repurchase intention in Tehran chain stores" Business Management, 2013, Volume 4, Number 11, 55-70

    16- Sekaran, Uma, 1391, "Research Methods in Management", Tehran, Presidential Public Management Training Center.

    17 Shahroudi, Kambiz Worken Sharifi, Amir, 1390, "Total Quality Management", Rasht, Islamic Azad University of Rasht.

    18- Abbasi, Javad, (1388), examining the role of effective factors On relational marketing on the satisfaction of key customers of Bank Mellat, Tehran Province, master's thesis, University of Tehran, Faculty of Management. 19- Ghafari, Peyman, 1388, Overlap of relational marketing and customer relationship management, comprehensive management site, Tadbir Monthly, year 18, number 181. and success in sales", Tabriz, Kahkeshan Danesh.

    21- Fathi, Siamak, investigation of the effect of relational efforts on the satisfaction of customers with long-term deposits of Melli Bank.

    Thesis of Master of Business Administration, Islamic Azad University, Rasht, 2018.

    22- Ghasemi, Afshin and Jalilpour, Piman" Factors affecting the strength of the perceived relationship in the implementation of relational marketing by the central library of Shahid Chamran University: a study Mordi" Information Systems and Services Quarterly, 1391, Volume 1, Number 3, 74-63

    23- Qolipurslimani, Ali and Madbarnia, Yasman, 1388, "Marketing Management", Rasht, Islamic Azad University of Rasht.

    24- Cutler, Philip and Armstrong, Gary, 1390, "Principles of Marketing", Parsaian, Ali, Vol. Second, Tehran, Aylar.

    25- Cutler, Flip and Armstrong, Gary, 2012, "Principles of Marketing 2012", Saadi, Mohammadreza and Saleh Ardestani, Abbas, second volume, Tehran, Aylar.

    25- Cutler, Flip and Armstrong, Gary, 2012, "Principles of Marketing 2012", Saadi, Mohammadreza and Saleh. Ardestani, Abbas, Jaladawl, Tehran, Aylar.

    26- Kia Kejouri, Dawood Vakrim, 1391, "Research method in management", Tehran, Jalohnegar.

    27- Gilaninia, Shahram, (1388), the effect of brand loyalty on bank brand equity from the point of view of electronic card customers, Industrial Management Quarterly, Sanandaj Faculty of Humanities, Year 5, Number 14

    28- Lovelock, Christopher and Wright, Lauren, 2013, "Principles and Management of Service Marketing", Bahman Foruzandeh, Isfahan, Amukhte

    29- Moradi, Bahman, The Role of Banks in Realizing the Objectives of the Counter-Economy, News Education Monthly, Bank Melli Publications, June 2013, p. 49.

    30- Moven, John C. And, 1391, "Consumer Behavior: Internal and External Factors", Saleh Ardestani, Abbas and Saadi, Mohammad Reza, Tehran, Etihad-Aylar

    31- Naderi, Ezzatullah and Saif Naraghi, Maryam and Shahpourian, Faringis, 1390, "Practical Guide to Preparing a Research Plan", Tehran, Rovan Publishing House.

    32- Yahyai Ileh. E. Ahmad, 2013, "Principles of Customer Orientation", Tehran, Jajarmi.

    b) Non-Persian sources

    33- Aayushi Gupta and Santosh Dev.

The effect of relational marketing on the satisfaction of Bank Melli customers (case study of Bandar Anzali city)
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