بازاريابي رابطه مند، رويكردي براي بهبود رضايت مشتري

Relationship Marketing: An Approach to Customer Satisfaction Enhancement

Today business organizations by realizing the importance of their customer satisfaction enhancement, gradually leaving off traditional marketing and approaching more toward relationship marketing. Given the crucial importance of this approach as a successful factor of business organizations, the present article has studied the influence of relationship marketing underpinning, namely trust, commitment, communication , conflict handling and competence on enhancing customer satisfaction from services which rendered by a bank. This is a descriptive survey study, which its samples are made up of 160 customers of different branches of Saman Bank in Isfahan city. Its data gathering instrument was a self administered questionnaire. Data analysis is done by means of a multiple regression model. The results indicate that the relationship marketing variables accordingly competencer- rrcr: , comrnunicationt- rr-vi , trust(·/Hʹf) , and conflict management (·1· ~D) had the most influence on customer satisfaction from the services rendered by the bank, but commitment has no significant relation on their satisfaction.