scholarly journals Relationship Marketing: Impact on Bank Customers' Satisfaction

2019 ◽  
Vol 8 (4) ◽  
pp. 8754-8758
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Growth And Development ◽  
Banking Sector ◽  
Social Bonding ◽  
Target Market ◽  
Extensive Literature ◽  
Quality Service ◽  
Economic Growth And Development

In a country, banking sector servers as the foundation on which the pillars of economic growth and development can be constructed. With the major reforms in banking sector, the scenario of bank market has been changed. Target market of banking sector has become highly competitive, dynamic and fragmented. Hence, there is a need for a shift from the transactional marketing strategy to relationship-based marketing strategy in all the banks. This study reviewed the conceptand need of relationship marketingin banks andattempts to identify significant dimensions of relationship marketing and their impact on customer satisfaction. The paper concludes on the basis of extensive literature review thatrelationship marketing dimensions like quality service, tailored products, communication, trust, commitment, empathy, social bonding, financial bonding, cooperation, andtechnology should be taken into serious consideration by banks to enhance the level of customer satisfactionwhich in turn increases customer loyalty and retention rate.Consequently, both the parties get mutual benefits.

The Role of Service Quality in Developing Customer Loyalty in the Banking Sector: A Case study of the Kingdom of Saudi Arabia

2014 ◽  
Vol 1 (1) ◽  
pp. 339
Author(s):  
Tariq Saeed Mian
Keyword(s):  
Saudi Arabia ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Banking Sector ◽  
Business Environment ◽  
Extensive Literature ◽  
Kingdom Of Saudi Arabia ◽  
Customer Base ◽  
Loyal Customer

Maintaining a strong and loyal customer base is the objective of every organisation. However, in reality this is difficult to achieve in the current competitive environment. When the widespread challenges of the business environment are taken into account, organisations cannot simply plan to absorb new customers but instead adopt the strategy of preserving existing customers and promoting their loyalty to the organisation. This study examined customer loyalty in the banking sector in the Kingdom of Saudi Arabia (KSA). A theoretical model was constructed through an extensive literature review and by extracting the most relevant and important variables for customer loyalty. A questionnaire was used to collect data from customers of different banks. Regression results showed that service quality significantly influences customer satisfaction and customer trust. Furthermore, customer satisfaction and trust significantly affect customer loyalty towards banks. In this respect, service quality is imperative to maintain customer loyalty through customer satisfaction and trust. 

Online Relationship Marketing and Customer Loyalty Based on Signalling Theory

2021 ◽  
Vol 6 (1) ◽  
pp. 86-93
Author(s):  
Wenny Pebrianti ◽  
Wenseslaus Tanwira ◽  
Ahmadi Ahmadi
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Quantitative Methods ◽  
Banking Sector ◽  
Jel Classification ◽  
Security And Privacy ◽  
Online Trust ◽  
Mediating Role ◽  
Signalling Theory ◽  
Marketing Activities

Objective – The purpose of this study was to determine the effect of Online Relationship Marketing on customer loyalty which was examined from the perspective of signalling theory in the banking sector. Methodology/Technique – Signalling theory is used to identify the tendency of companies to build relationships with consumers by sending signals to consumers through a variety internet tools and applications to communicate transparency, security, and privacy to influence consumer perceptions, behavior, and interests. Data was analyzed using quantitative methods with the SEM-PLS method involving 384 samples. Findings – The results of this study indicate that Online Relationship Marketing activities, such as engagement and interactivity, have a significant direct effect on customer loyalty and online trust. Novelty - Online trust in this study has a significant effect on customer loyalty and has a partial mediating role. Type of Paper: Empirical. JEL Classification: M31, M39. Keywords: Engagement; Interactivity; Online Trust; Customer Loyalty; Signalling Theory Reference to this paper should be made as follows: Pebrianti, W; Tanwira, W; Ahmadi. (2021). Online Relationship Marketing to Customer Loyalty Based on Signalling Theory, Journal of Management and Marketing Review, 6(1) 86 – 93. https://doi.org/10.35609/jmmr.2021.6.1(9)

scholarly journals How to Attract Millennials? Indonesian Sharia Banking Opportunities

2021 ◽  
Vol 18 ◽  
pp. 376-385
Author(s):  
Muammar Bakry ◽  
Rahman Ambo Masse ◽  
Lukman Arake ◽  
Muhammad Majdy Amiruddin ◽  
Abdul Syatar
Keyword(s):  
Marketing Strategy ◽  
Banking Sector ◽  
Descriptive Analysis ◽  
Field Research ◽  
Islamic Banking ◽  
Target Market ◽  
Islamic Banks ◽  
Business People ◽  
Banking Market ◽  
The Times

Age is often one of the factors determining the target market of a business. By knowing the potential customer's age, we determine what kind of marketing strategy should be proposed. Along with the times, many business people are eyeing millennials because of their consumptive lifestyle. It is not surprising that millenials have now dominated consumer databases. The facts have not skipped the attention of the sharia banking sector in Indonesia. This study aims to construct the opportunity for Bank Syariah Indonesia to grasp millennials as a market share. This study uses field research with qualitative methods, carried out by descriptive analysis. The data sourced from interviews and questionnaires. Islamic banks' opportunities to attract millennials include familiarity with Islamic banking products and contracts, momentum of Hijrah, digitizing Islamic banking, and unique segmentation. These opportunities can be taken into consideration in expanding the Islamic banking market in Indonesia.

scholarly journals Impact of Relationship Marketing on Customer Loyalty in Banking Sector of Pakistan

2021 ◽  
Vol 2 (2) ◽  
pp. 1-13
Author(s):  
NOUMAN SAEED ◽  
DR. NAIMAT ULLAH KHAN
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Banking Sector ◽  
Customer Base ◽  
Intense Competition ◽  
Long Run ◽  
Turn Over ◽  
Positive Word Of Mouth ◽  
The Impact

This study is a contribution towards marketing literature by analyzing the impact of Relationship Marketing (RM) on Customer Loyalty. Every business organization tries to attract and retain customers for a longer period of time. In recent years an intense competition in banking sector of Pakistan is witnessed as the industry has stretched and become very competitive, where retaining customers in long run become important for every bank. Relationship marketing emphasizes on the continuity of long term relationship with the patrons. Numerous marketing strategies have been employed by banking sector to increase customer base, reduce turn over and to spread positive word of mouth of product and services. The aim of this study is to investigate the impact of relationship marketing practices such as (Trust, Commitment, Communication, Competence and Customer Satisfaction) on customer loyalty in Banking Sector of Pakistan. For this purpose, data is collected with the help of 150questionnaires across Pakistan. Statistical analysis is performed on the data using multiple regression analysis and reliability test. The results of the study show that all the five constructs of relationship marketing (mentioned above) have significant and positive relationship with customer loyalty. The factors are proved to be significant drivers of customer loyalty in banking sector of Pakistan. The study recommends that for retaining long-run customer loyalty, banks should consider relationship marketing as a core strategy. Hence, relationship marketing is important for banks to survive and excel in current intense competition.

scholarly journals Pengaruh Relationship Marketing terhadap Loyalitas Pelanggan pada Nasabah Bank BTPN KCP Sepanjang

2018 ◽  
Vol 6 (1) ◽  
pp. 67
Author(s):  
GINA HERDIAN ◽  
WIDYASTUTI WIDYASTUTI
Keyword(s):  
Conflict Resolution ◽  
Data Analysis ◽  
Linear Regression ◽  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Significant Relationship ◽  
Sampling Method ◽  
Several Variables ◽  
Spss Software

Relationship marketing is a process of creating, maintaining and improving the strength of the value-laden relationships with customers and other stakeholders. In relationship marketing strategy there are several variables that can increase customer loyalty to the company. Among them are trust, commitment, communication and conflict resolution. This study aimed to examine the effect of relationship marketing on customer loyalty either partially or simultaneously. The sampling method used accidental sampling. Customer BTPN KCP Sepanjang the population, so the number of samples obtained by 110 customers. Methods of data analysis using multiple linear regression with SPSS software assisted. Results of the analysis in this study shows that there is significant relationship between the variables of trust, commitment, communication and conflict resolution to customer loyalty either partially or simultaneously

scholarly journals A Study on Service Quality in Banks with Special Reference to SIB Customers of Thrissur Town, Kerala

2019 ◽  
Vol 8 (S1) ◽  
pp. 80-83
Author(s):  
K. R. Mary Liya
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Brand Loyalty ◽  
Banking Sector ◽  
Banking Industry ◽  
Quality Service ◽  
Quality Factors ◽  
Customer Perceptions ◽  
Sector Service

In the era of privatization, liberalization and globalization banks play a dynamic role in contributing to the economic development of the country the banking industry in India facing certain challenges that are challenge of quality service, customer satisfaction, customer retention, customer loyalty. Quality service plays a major role in achieving customer satisfaction and creating brand loyalty in banking sector. Service quality is also interrelated to other behavioral outcome of the customers. Study understands the various customer perceptions about service quality factors like assurance, empathy, responsiveness, reliability, and tangibility in banking industry and the satisfaction level towards the banks as service quality reflects the way the banks are performing the present study attempts to explore the perception and expectation of customers in respect to the services provided by banks.

scholarly journals The Impact of Relationship Marketing Strategy in Indonesia Retail Industries

2016 ◽  
Vol 7 (2) ◽  
pp. 143 ◽  
Author(s):  
Freddy Pandapotan Simbolon
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Service Industry ◽  
Relevant Literature ◽  
Service Industries ◽  
The Body ◽  
Body Of Knowledge ◽  
Conflict Handling ◽  
The Impact

This research aimed to examine the impact of relationship marketing strategy on customer loyalty in Indonesia’s retail industries. A questionnaire derived from previous studies and the relevant literature was completed by 182 retail customers in Jakarta. Multiple regression analysis assessed the impact on customer loyalty of four key constructs of relationship marketing (trust, commitment, communication, and conflict handling). The two variables (trust and commitment) had a significant effect and predicted a good proportion of the variance in customer loyalty. Moreover, they were significantly related to one another. The relationships investigated in this study deserved further research. Since the data analyzed were collected from one sector of the service industry in one region, more studies were required before general conclusions can be drawn. It is reasonable to conclude, on this evidence, that customer loyalty can be created, reinforced, and retained by marketing plans aimed at building trust, demonstrating a commitment to service, communicating with customers in a timely, reliable and proactive fashion, and handling conflict efficiently, reinforces and refines the body of knowledge relating to customer loyalty in service industries.

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