THE IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION IN PAKISTANI BANKING SECTOR

Abstract

Relationship marketing has gained more and more credibility among the companies and it is still a topic of discussion today. Since companies now a days are competing with each other in order to build a long term positive relationship with their customers. Therefore, this study is aimed to describe how service firms can use relationship marketing as a tool to gain customer satisfaction. A depiction of literature review can be seen through the theoretical framework, describing how the service firms can use relationship marketing tactics in order to gain customer satisfaction. Five different tactics have been empirically investigated, namely: service quality, brand image, price perception, value offers and communication. This dissertation is a quantitative research study of different banks of Pakistan, which have been led by an inductive and deductive approach which will aim to investigate the aforementioned conceptual framework. Data was collected, sorted, and coded in order to attain the required quality and accuracy. The data was then entered into the SPSS software for analysis. The data was analyzed on the basis of the research questions. Frequency tabulation tables were used to describe sample characteristics, Pearson Correlation coefficient was used to establish the relationship between the research variables. Finally, the regression analysis was used to establish the effect of relationship marketing on customer satisfaction by studying the effect of relationship marketing tactics: communication, service quality, price perception, value offers and Brand image on customer satisfaction.