To contend the traditional transaction marketing, which focuses on the completion of the\ntransaction and the pursuit of maximizing profits for each transaction, the relationship\nmarketing in the banking sector, on the other hand, offers the establishment of strong\nrelationships and stable partnerships between the bank and its customer in order to\nmaximize the pursuit of the interests of all aspects of the relationship. This paper examined\nthe nature of linkages between relationship marketing and customer loyalty by using\ncustomer satisfaction and customer trust as the intervening variables. It investigated the\ncustomer perception on customer satisfaction�s characteristics and confidence in exchange\npartner's reliability and integrity as the mediating factors to build their trust on the banking\nservices. The researchers employed 150 respondents of private banking as the sample. This\npaper used Structural Equation Modeling (SEM) to analysis the relationship. The results\nrevealed that the relationship marketing tactics affected customer loyalty significantly\nthrough customer trust and customer satisfaction. It explicitly demonstrates that the banks\nhave undertaken an organization-wide strategy to manage and nurture their interaction\nwith clients and sales prospects as the base for their customer loyalty.
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