The Effect of Relationship Marketing on Customer Satisfaction of Melli Bank ( Case of Study: Bandar Anzali Township)

Today, with growing economic problems in various countries and more competition between domestic and foreign banks retention and satisfaction of customers more and more has became the key to survival of banks. The concept of relationship marketing has attracted considerable attention from marketing researcher over recent two decades. The main and fundamental advantage of this approach is claimed to build stronger relationship with customer which its performance results include increased sales, return on investment, profits, market share and customer retention. This research examines the impact of the dimensions of relationship marketing (trust, bonding, communication, shared values, empathy, reciprocity) on customer satisfaction in order to first determine that if relationship marketing has any effect on customer satisfaction and second, if so, which aspect has greatest impact on customer satisfaction. The statistical population of this research is all customers of ten branches of Melli Bank in Bandar-anzali. The method used for sampling was convenience and non-probability sampling and questionnaires were used for collecting data which were distributed and collected randomly in various days, locations ( different bank branches ) and hours for more generalizability of the resulted findings and the results of data analysis obtained by using SPSS18 software show that the dimensions of relationship marketing have positive impact on the level of customer satisfaction. Dimension of trust has greatest effect and dimension of shared value has lowest effect on customer satisfaction.

کلیدواژه ها:

Relationship marketing ، Customer satisfaction ، Trust ، Bonding ، Communication