Investigating the Relationship between Marketing Foundations Related to Customer Satisfaction of the Refah Bank of West Azerbaijan Province

Abstract

The purpose of this study is to investigate the relationship between marketing foundations related to customer satisfaction of the Refah Bank of West Azerbaijan Province from the perspective of managers and employees. The basics of relationship marketing include (trust, commitment, communication, conflict management and competency). The statistical population of this study is 190 managers and employees of the Refah Bank of West Azerbaijan Province, which was selected from 7 cities of the province using cluster classification method. The data collection tool in this study was a questionnaire and Kolmogorov-Smirnov test, Pearson correlation test and Friedman test were used to analyze the data. The results of this study show that there is a significant relationship between the foundations of relationship marketing and customer satisfaction and in terms of significance level, respectively, priority, competency (0.000), trust (0.001), and communication. (0.001), conflict management (0.004), commitment (0.005), has been related to customer satisfaction with bank services. Also, according to Friedman test, the variable of trust with an average of 4.09 is known as the most important factor.