Abstract

The research aimed to measure the effect of relationship marketing in achieving value for the customer. The research was conducted in a sample of private Iraqi commercial banks in Baghdad, which are represented by ten banks listed on the stock market. The real problem that the banks in the research sample suffer from is the severe and continuous acceleration in environmental conditions and customer tastes. And the rapid technological changes, which lead to the inability of banks to respond to the desires of customers, which makes them unable to create high value for customers, and from here began the main research problem, which is the extent of the impact of the use of relationship marketing in achieving customer value, as relationship marketing adopted three dimensions (trust, Commitment and satisfaction) to show the extent of their impact individually and collectively in achieving customer value. The research found a clear positive effect of relationship marketing on customer value with a statistically significant relationship to relationship marketing on customer value. The data was analyzed using the statistical program (SPSS.V.25). One of the most important results that the research reached was the presence of a positive, morally significant correlation between relationship marketing in its dimensions and customer value. The research summarized a set of recommendations that banks can implement, which is adopting the relationship marketing method in dealing with customers with the aim of achieving the highest possible value for them, and this is not for the purpose of Not only winning customers, but keeping them in the long term.

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The article was added to IASJ on 2024-06-02

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