The research aims to identify the role of Relationship Marketing in enhancing the
competitive advantage of insurance companies, through the study of the relationship
between the dimensions of marketing relations, represented by: trust, interaction,
commitment, communication, loyalty, and strengthen competitive advantage. Adopted
Find descriptive approach, which included the research community customers who
reviewed the insurance companies in Latakia province during the period of application of
research, amounting to three months, with the researcher during this period distributed
(185) to identify customers at random, so as to explore their views on the role of
Relationship Marketing in promoting competitive advantage in the insurance companies
that deal with it, and was restored (173) to identify complete and valid for statistical
analysis, and response rate (93.51%). Based on simple regression analysis and show the
relationship between the two variables Search reach and there is a significant moral
positive correlation between each dimension of marketing dimensions of relations, and
enhance the competitive advantage of companies in the study, since the marketing
performance of good companies under study been able to keep existing customers, and the
acquisition of new customers, and to achieve growth rates in transactions with these
customers by building relationships with them based achieve satisfaction and provide
goods and services of great value.
يعتبر التسويق بالعلاقات من المفاهيم الجديدة والحديثة التي طرأت على علم التسويق، ويعدّ تحولاً هاماً في المفهوم التسويقي. وبتالي يهدف هذا البحث، بالدرجة الأولى، إلى معرفة الدور الذي يلعبه التسويق بالعلاقات في زيادة درجة رضا العملاء، ومحاولة معرفة أثر
بعض العوامل الديموغرافية على كل من تطبيق مفهوم التسويق بالعلاقات، ودرجة الرضا عند عملاء شركات التأمين الخاصة في الساحل السوري. بالإضافة إلى معرفة واكتشاف التباين بين عناصر التسويق بالعلاقات في تأثيرها على رضا العملاء في الشركات محل الدراسة.
وقد أجريت هذه الدراسة بالتطبيق على شركات التأمين الخاصة في الساحل السوري إذ بلغ عدد الشركات 11 شركة، وتمّ اختيار عيّنة عشوائية مؤلفة من 330 عميل من عملاء هذه الشركات، وتمّ الاعتماد على الاستبيان أداة رئيسة لجمع البيانات المطلوبة، وعلى المنهج الوصفي التحليلي منهجاً للدراسة.
وكان من أبرز النتائج التي توصلت لها هذه الدراسة، التأكيد على أنه توجد علاقة ذات دلالة إحصائية بين مفهوم التسويق بالعلاقات ودرجة رضا العملاء، وأن تطبيق مفهوم التسويق بالعلاقات يلعب دوراً مهماً في زيادة درجة رضا العملاء. لا يوجد هناك أثر ذو دلالة إحصائية لكل من المتغيرات الديموغرافية التالية (الجنس، العمر، المستوى التعليمي، الدخل، صفة العمل الذي يقوم به العميل) على كل من تطبيق مفهوم التسويق بالعلاقات، و درجة رضا العملاء. وأنه توجد هناك فروق ذات دلالة إحصائية بين عناصر مفهوم التسويق بالعلاقات في تأثيرها على درجة رضا العملاء.
This study is taking a role of marketing , within the relations, describe it as an
independent variable in its dimensions (measurements) as if (Trust , commentment, communication and the satisfaction), to a chive the customer’s loyalty by describing
it as a "variable" depending on its figures or indicators represented by ( behaviors and situations ) as an exploration and analysis study to a certain opinions for certain , commercials and private sectors of Iraqi banks.
While this study tried to give answers to all queries: like :-
-what is the level of performing the marketing within the relations in the commercial and private sectors of Iraqi banks , within the study and the range of concerning to its dimensions ?
-what is the level of concerning of these banks within the study of the indicators of the client loyalty?
-what is the level of clients loyalty for who are dealing with private sector banks ,
combined with the study ?
-is there any connected relation and influence between the marketing and the indicators of client’s loyalty?
-This study is looking for achieving certain aims like as :-
1- Detect the range of banking performance under the study of marketing connected to relations .
2-Identiy the level of customer’s loyalty in the banks under study .
3- Test the relation between the marketing and the customers loyalty.
4-Test the affects of the contrast between the marketing and its relation with the customers loyalty .
To achieve the aims of the study , hypothetical ( diagram ) . it was constructed ,
determined the nature of relation in between , the independent variable and dependent one, and emerge through it , some main hypothesis were tested by using flocks of statistics means of the commercial and private sector of Iraqi banks presented by ( Baghdad \ Alshimal \ Al- eqtissad \ Al-mutahed \ Al- Ahliee \ Al- Mansoor ) as a field to do the study and “exam” its hypothesis and it used the” questionnaire form” as a main tool to collect the data which is related with that field , it was contributed on a sample went to(90) from employees and clients in these banks within the study .
This study reached to a certain conclusion , the mpst important of it :-
-there is a connected relation and influence objected statistics indicator in between the
strategy of marketing with the relations and the client loyalty for these commercial and
private sector Iraqi banks within the study .
The study went out with a certain recommendations first of it :- ( to do the application in marketing and the relations , requires support the top management , to publish and depend the banking culture , concentrate on the service of the customer )
