Paper Information

Title:  ROLE OF RELATIONSHIP MARKETING IN IMPROVEMENT OF BANKING SERVICES
Type: PAPER
Author(s): NEMATIPOUR SH.*
 
 *ALLAME TABATABAEI UNIVERSITY
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

Marketing is an experimental science and also a scientific experience at the same time. However, due to misconception and mismanagement, marketing has not been able to find its position and value in various industries such as our country's banking system. This has resulted in non-factual expectation, improper implementation, non efficiency and finally low productivity in marketing. Marketing will find its real place and value in Iran's banking system when managers and owners of the banks believe the goals, applications and achievements of marketing and consider them in all banking products and services. The banking industry has experienced change of rules and regulations, consumers demand for new banking services, modern technologies and entrance of new competitors from other industries. Therefore, most banks have established market research and marketing department in order to face competitive environment. Banks need to establish loyalty in customers by providing satisfaction, increase of bank's image and services quality, improving relationship between customers and service providers and finally maintaining relationship marketing and long-term relationship so as to prevent switching customers to other competitors. What is important in relationship marketing is to increase profitability by providing better services to customers. The goal of relationship marketing is to establish long-term relationship with customers by providing diverse and customized banking services. However, the value perceived by the customer should be mentioned. As a result, banks should focus more on recognizing customers' needs and their level of satisfaction, finding new target markets and encouraging customers to use the bank's services. Furthermore, by adopting relationship marketing and also retention of customers and market share, the outrageous cost of advertisement and attracting new customers will be reduced which cause certainty for remaining in the competitive market.

 
Keyword(s): RELATIONSHIP MARKETING, BANK MARKETING, SERVICE QUALITY IMPROVEMENT
 
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