aIslamic Azad University, Science and Research Branch, MA of Business Management, Babol, Iran
bPayam nor university, Department of Business Management, Babol, Iran
cIslamic Azad University, Science and Research Branch, MA of Business Management, Babol, Iran
1corressponding
Online published on 6 August, 2014.
Organizations with an understanding of the importance of customer satisfaction are gradually moving away from the traditional marketing toward relationship marketing. Considering the importance of this approach in today's organizations, this article has investigated the relation of Relationship marketing fundamentals such as trust, commitment, communication, conflict management and competence with customer satisfaction about banking services. This article is a descriptive study which is done with correlation method of multivariate regression type and its statistical population is a 160 people set of Saman Bank customers in Mazandaran Province. Data collecting tool of this study is questionnaire and for the hypotheses test, each of the tests in SPSS and AMOS software was used, including: linear regression, Friedmann, correlation, binomial test, and confirmatory factor analysis (SEM). The results show that in the order of priority, variables of commitment (0.439), trust (0.278), communication (0.26), and competence (0.082), have the greatest impact on the satisfaction variable, but conflict management doesn't has meaningful relationship with satisfaction.
Relationship marketing, trust, commitment, conflict management, communication, competence, satisfaction
