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Trust And Customer Relationships

1941 Words8 Pages

The role of relationships
Although the marketing plan reflects how the company will establish and maintain profitable customer relationships, it affects both internal and external relationships. First, it influences how marketing personnel work with each other and with other departments to deliver value and customers. Secondly, it affects how the company works with suppliers, distributers and partners to achieve the plan’s objectives. At the last, it influences the company’s dealings with other stakeholders, including government regulators, the media and the community at large. Thus, marketers must consider all these relationships when developing a marketing plan.
Abstract
Purpose - The purpose of this paper is to study how relationship …show more content…

In this study trust variable is measured by factors such as bank security in transactions, bank service quality, reliability promises of bank, staff behavior towards clients and the bank commitment to our customers. So the hypothesis of trust and customer satisfaction can be expressed as follows: There are relation between trust and customer satisfaction. Commitment
Commitment is intention to continue or maintain a relationship with the other party. In this study commitment is measured to compatible and consistent of bank services with customer needs and bank flexibility towards the customer and change services. So the hypothesis of commitment and customer satisfaction can be expressed as follows:
There are relation between commitment and customer satisfaction. Communication Communication is all formal and informal exchanges that make meaningful and timely information exchange between buyer and seller . In this study Communication is measured with factors such as timely and reliable information, providing information on new services and promises and accuracy in information. So the hypothesis of Communication and customer satisfaction can be expressed as …show more content…

The results of the regression analyses provide support for the two hypothesized relationships.Relationship marketing orientation has significant positive effect on customer loyalty. In accordance with, there is significant impact of demographic variable on relationship marketing—customer loyalty relationship. Both sex and income displayed a significant impact on the relationship marketing—customer loyalty relationship. This research has verified that the measurement of relationship marketing variables can predict customer loyalty very well in the case of Jordanian banking customers. Therefore, top managements of banks in Jordan, while designing strategies aimed to build the customer loyalty, should pay close attention to relationship marketing variables like bonding, trust, communication and satisfaction, though argued that there is no significant impact of gender differences on relationship marketing-customer loyalty relationship, and that income does not have a significant impact on relationship marketing-customer loyalty. This research reveals that there is significant impact of sex differences on relationship marketing-customer loyalty relationship, and that income has a significant impact on relationship marketing-customer loyalty. This result is consistent with some previous research which argued that women tended to be more loyal, confirmed that males have a

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