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The role of Relationship Marketing for Customer satisfaction in the banking sector
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 40 credits / 60 HE creditsStudent thesis
Abstract [en]

More and more companies are faced with fierce competition; ergo, companies are consistently trying to build a long term relationships with their customer. In addition, a decade ago, relationship marketing gained more and more credibility among the companies and is still a topic of discussion today. Therefore, this study is aimed to describe how service firms can use relationship marketing as a strategy to develop customer satisfaction.

 

A theoretical framework has been developed derived from a review of the existing literature in order to describe how service firms can use relationship marketing as a strategy to develop customer satisfaction. Five different tactics have been empirically investigated, namely the service quality, brand image, price perception, value offers and communication. A qualitative method has been chosen for this study. Three different companies have been studied within the banking sector and have been led by an inductive and deductive approach which will aim to investigate the aforementioned theoretical framework.

 

The analysis of the empirical findings exposed and discovered some relevant findings. Indeed, empirical evidence suggests that four main customer relationship tactics have a role on customer satisfaction and trust; namely the service quality, the brand image, the price perception and the human capital. These tactics have been identified as having a crucial role on gaining customer satisfaction.

Place, publisher, year, edition, pages
2013.
Keyword [en]
relationship marketing, customer satisfaction, customer trust
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-23706OAI: oai:DiVA.org:hh-23706DiVA: diva2:653017
Subject / course
International Marketing
Supervisors
Examiners
Available from: 2013-10-02 Created: 2013-10-02 Last updated: 2013-10-02Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf