An investigation of the factors affecting relationship marketing(RM) and the satisfaction of key customers (A Case Study:key Customers of Saderat Bank of Iran-Esfahan)

Abstract

Today, using marketing methods based on an mix of services(7P)and application of promotion tools which are easily imitable for all banks is not responding in the totally competitive and changing environment of financial institutions. Therefore, most of successful banks in the world, along with the the application of customer-oriented strategies have started to use relationship marketing based on the establishment and maintenance of a long term relationship with customers. The present study, regarding the importance of the current issue, investigated the effect of four  social factors, quality of services, information interchange and Monitor relationships and their effects on the satisfaction of key customers of Saderat Bank. The data were accumulated through questionnaires and analyzed by the tests of regressionand Pearson & Friedman correlation coefficient .The ANOVAs table and analyses of hypotheses confirmed the four research hypotheses. Based on the results ,the services factor was placed on the top having the largest correlation coefficient followed with the factors of information exchange, supervision of relationships and social factor which indicated a positive significant  relationship with customers  satisfaction.