Role of Client Relationship Marketing in the Banking Sector of Pakistan

Ali Mohsin and Emadul Karim

MPRA Paper from University Library of Munich, Germany

Abstract: This Study aims to determine the Role of Client Relationship Marketing in the Banking Sector of Pakistan. In today world the only organization that can compete in the Market if they rely on Relationship Marketing through which they can have better understanding of the Customer. Relationship Marketing helps the organization to understand the needs, wants and demands of the Customer and try to fulfill each demand of the Customer. Through Relationship Marketing the level of Customer satisfaction is increase and organization easily gain the Customer Loyalty. Organization has the upper edge on their competitor if they successfully implement the strategies of the Relationship Marketing. A proper implementation of the Client Relationship Marketing leads to achieve a higher level of performance. Relationship Marketing helps the organization to especially focus on the Customer thus improve the overall performance. The Sample Derived from the population for this study comprised of 325 respondents pertaining to the Retail Banking of Pakistan. The Close-Ended questionnaire was used to collect data from the respondents such as Bankers and Customers. Client relationship Marketing have a significant impact on the service quality which helps us to achieve customer trust and customer satisfaction. Once the organization win the Customer Trust and satisfied their customer through the level of Service Quality thus, we can achieve the Customer Loyalty. Therefore, it is recommended that organization can understand the importance of the Client Relationship Marketing and implement this to increase the Organization Performance by achieving the Customer Loyalty.

Keywords: Relationship Marketing; Service Quality; Customer Satisfaction; Customer Trust and Customer Loyalty. (search for similar items in EconPapers)
JEL-codes: G2 M31 (search for similar items in EconPapers)
Date: 2020-08-10
New Economics Papers: this item is included in nep-isf
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