The role of relationship marketing in enhancing the perceived value of the bank customer

Abstract

Relationship marketing is one of the important marketing strategies followed by organizations. It focuses its attention on satisfying the needs and desires of customers, followed by the ultimate goal, in a way that enhances the customer’s perceived value and then creates a good mental image of the organization and its services, as organizations consider it a means used to gain competitive advantage by formulating their operations in a way that... It achieves customer satisfaction. Thus, the research aims to find out whether there is clarity of the associative marketing technique among the bank's sample studied in light of the absence of awareness of the importance of its application and its impact in achieving the customer’s perceived value. To achieve this, the dimensions of associative marketing were adopted (creating hype, product seeding strategy, or cultivation). Ideas and granting incentives for participation) and the perceived value of customers was expressed in its variables (quality of service, price, mental image), by selecting many managers, workers, and customers of the vital and leading banks in Karbala Governorate, which provide their services to a wide segment of customers. The study was conducted by selecting A sample of banking organizations was represented by (Al-Rafidain Bank, Real Estate Bank, Islamic Cooperation Investment Bank, Assyria Bank, National Bank of Iraq, Union Bank of Iraq, Al-Mansour Bank, Bank of Baghdad, Elaf Bank, Credit Bank, Babylon Bank, International Development Bank, Iraqi Bank Trade, Investment Bank, National Islamic Bank). The questionnaire form was approved, as a purposive sample was selected, consisting of (400) questionnaires, (68) of which were allocated to managers and directors of banking operations departments, and (301) questionnaires to customers, of which (31) questionnaires were missing. Then some statistical analysis methods were used. To measure and test the relationship and trend between study variables.