The role of relationship marketing factors on customers’ satisfaction of the bank services Case study: Mizan Credit and Finance Institute North Khorasan, Bojnourd

ghorbanali imanpour¹

1) ghorbanali imanpour

IOI Code : XYCG-AEZCA
Publication : international conference of Management Elites(icme.ir)
Abstract :
    Abstract In the current world because of the existing variety in products and services and different choices which ones can make ,customers face a lot of questions. On the other hand companies, institutes , and banks know that cost of attracting a new customer is five times more than keeping an old one. From their point of view loosing a customer doesn’t mean loosing a single person but far beyond that it means the lost of the whole process of that person’s shopping in his lifetime. Based on this important fact, in this study we’ve tried to find a long term, mutual relationship between the customers of Mizan Credit and Financial Institute in North Khorasan, in a way that both the Institute and the customers benefit from it. This won’t be possible unless we evaluate the amount of customers’ satisfaction. In this study which has been conducted in five branches of the bank in five areas of Bojnourd during the summer of 1392,the factors that are important in gaining customers’ loyalty in a relationship marketing ,like information technology, customer’s value, trust, commitment, communication and unity, have been studied. By using dependant and independent variables and the hypothesis made in this study and the questions posed in the questionnaires distributed among 150 customers ,the information gathered were analyzed by statistics techniques to determine the relation between the variables and the amount of customers’ satisfaction of the bank’s services.The main goal which was to determine the amount of the role of the factors of relationship marketing on customers’ satisfaction was achieved and we are 95 percent sure that there is a meaningful, positive relation between the factors of relationship marketing and customers’ satisfaction of the services given by Mizan Credit and Financial Institute in Bojnourd.

Keywords : customer’s satisfaction the quality of the relation trust commitment relation management conflict loyalty specialty