Evaluating The Effect of Marketing Activities On Relationship Quality In The Banking Sector: The case of private commercial Banks in Jordan.

The aim of the study was to investigate and evaluate the marketing activities and performance of relationship quality in bank setting.  To analyze data collected from a random sample of 817 clients drawn from five private commercial banks in Jordan, the linear structural relationship (LISREL) model was used to identify structural characteristics of relationship management between the bank employees and clients. The empirical results of this study were fourfold. First, greater employees' relational and client orientation resulted in higher relationship quality. Second, better financial providers'(employees') attributes resulted in higher relationship quality. Third, higher relationship quality resulted in better relationship continuity. Fourth, committed client relationships resulted in client satisfaction, loyalty, positive word of mouth, and promotion. These in turn contributed to the enhancement of bank image.

[1]  N. Ndubisi.  Understanding the salience of cultural dimensions on relationship marketing, it’s underpinnings and aftermaths , 2004 .

[2]  Michèle Paulin,et al.  Relational norms and client retention: external effectiveness of commercial banking in Canada and Mexico , 1998 .

[3]  Ugur Yavas,et al.  How similar are frontline bank employees' perceptions of service quality to their customers? A study of female customers and employees in Turkey , 2007 .

[4]  Jasmin Roy,et al.  Pleasantly surprising clients: a tactic in relationship marketing for building competitive advantage in the financial services sector , 2008 .

[5]  S. Gaur,et al.  Consumer Comfort and Its Role in Relationship Marketing Outcomes: An Empirical Investigation , 2009 .

[6]  L. Berry,et al.  Customers' motivations for maintaining relationships with service providers , 1997 .

[7]  Shelagh A. Heffernan.  Competition in British retail banking , 1993 .

[8]  John R. Dickinson,et al.  The effect of reassured anonymity and sponsor on mail survey response rate and speed with a business population , 1996 .

[9]  Ke Te Le Mei Ru He Deng Yi.  Marketing management: analysis. planning. implementation and control , 2000 .

[10]  Terrence J. Paridon,et al.  CONSUMER SELF-CONFIDENCE AND PATRONAGE INTENSITY HEURISTICS IN SHOPPING FOCUSED WORD OF MOUTH COMMUNICATION , 2008 .

[11]  M. Yasin,et al.  Enhancing organizational performance in banks: a systematic approach , 2001 .

[12]  Tat Y. Choi,et al.  Determinants of hotel guests’ satisfaction and repeat patronage in the Hong Kong hotel industry , 2001 .

[13]  B. Al-alak.  The Impact of Marketing Actions on Relationship Quality in the Higher Education Sector in Jordan , 2006 .

[14]  Kunal Gaurav.  Impact of Relationship Marketing Strategy on Customer Loyalty , 2008 .

[15]  Mark S. Johnson,et al.  The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships , 1999 .

[16]  M. J. Wolf,et al.  Relationship marketing: positioning for the future. , 1990, The Journal of business strategy.

[17]  T. Harrison,et al.  An approach for the identification of cross-sell and up-sell opportunities using a financial services customer database , 2007 .

[18]  G. Odekerken-Schröder,et al.  Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration , 2001 .

[19]  Andreas B. Eisingerich,et al.  Relationship marketing in the financial services industry: The importance of customer education, participation and problem management for customer loyalty , 2006 .

[20]  Consumer satisfaction and loyalty derived from the perceived quality of individual banking services: A field study in Eskişehir from Turkey , 2006 .

[21]  S. Hunt,et al.  The Commitment-Trust Theory of Relationship Marketing , 1994 .

[22]  C. Grönroos.  Value‐driven relational marketing: From products to resources and competencies , 1997 .

[23]  Guilherme D Pires,et al.  The relationship marketing orientation of Hong Kong financial services industry managers and its links to business performance , 2008 .

[24]  Ko de Ruyter,et al.  An empirical assessment of the influence of customer emotions and contact employee performance on encounter and relationship satisfaction , 2004 .

[25]  Gabriele Helfert,et al.  The Impact of Satisfaction , Trust , and Relationship Value on Commitment : Theoretical Considerations and Empirical Results , 2000 .

[26]  A. Pressey,et al.  Relationship Marketing: Theory, Applications and Future Research Directions , 2006 .

[27]  Atul Parvatiyar,et al.  Handbook of Relationship Marketing , 1999 .

[28]  Kenneth C. Schneider,et al.  Stimulating response to market surveys of business professionals , 1995 .

[29]  Norman E. Marr,et al.  The Future of Self-Service Technologies in Retail Banking , 1994 .

[30]  F. F. Reichheld,et al.  Zero defections: quality comes to services. , 1990, Harvard business review.

[31]  D. Cahalan,et al.  BY-MAIL VS. FIELD SELF-ADMINISTERED QUESTIONNAIRES: AN ARMED FORCES SURVEY , 1973 .

[32]  Roger A. Dickinson,et al.  Service Management and Marketing: Managing the Moments of Truth in Service Competition , 1991 .

[33]  R. Speed,et al.  Retail Financial Services Segmentation , 1992 .

[34]  K. Menon,et al.  Building customers' affective commitment towards retail banks: The role of CRM in each ‘moment of truth’ , 2007 .

[35]  Woo Gon Kim,et al.  Effects of Relationship Marketing on Repeat Purchase and Word of Mouth , 2001 .

[36]  Cleopatra Veloutsou,et al.  Relationship marketing: What if … ? , 2002 .

[37]  Christine T. Ennew,et al.  Good and bad customers: the benefits of participating in the banking relationship , 1996 .

[38]  Gilbert A. Churchill.  A Paradigm for Developing Better Measures of Marketing Constructs , 1979 .

[39]  Robert W. Palmatier,et al.  The Role of Customer Gratitude in Relationship Marketing , 2009 .

[40]  J. Peppard.  Customer Relationship Management (CRM) in Financial Services , 2000 .

[41]  Craig C Julian,et al.  The Role of Customer‐contact Personnel in the Marketing of a Retail Bank′s Services , 1994 .

[42]  David W. Gerbing,et al.  An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment , 1988 .

[43]  Yu-Ching Chiao,et al.  Does the length of a customer–provider relationship really matter? , 2008 .

[44]  Lawrence A. Crosby,et al.  Relationship Quality in Services Selling: An Interpersonal Influence Perspective: , 1990 .

[45]  C. Grönroos.  Quo Vadis, marketing? Toward a relationship marketing paradigm , 1994 .