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Register a new userThe Mediating Role of Switching Costs in the Relationship Between Relationship Marketing Programs and Customer Loyalty - A Field Study in Syrian Private Banks in Syrian Costal Area
دور تكاليف التحول للمنافسين التي يشعر بها العملاء في العلاقة ما بين برامج التسويق بالعلاقات و الولاء لديهم- دراسة ميدانية على المصارف الخاصة في الساحل السوري
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هدفت هذه الدراسة إلى اختبار العلاقة بين برامج التسويق بالعلاقات الآتية (البرامج المالية، البرامج الاجتماعية، البرامج الهيكلية) و بين ولاء عملاء المصارف الخاصة في الساحل السوري، و اختبار الدور الوسيط لتكاليف التحول للمنافسين التي يشعر بها هؤلاء العملاء عند تغيير مقدم خدماتهم المصرفية الحالي إلى آخر منافس في هذه العلاقة. اعتمدت هذه الدراسة على الأسلوب الوصفي التحليلي، و على البيانات المجمّعة من عيّنة من العملاء اختيرت عشوائياً من عملاء المصارف محل الدراسة، و قد تمّ الاعتماد على الاستبيان لجمع البيانات المطلوبة لأغراض التحليل الإحصائي. أظهرت نتائج هذه الدراسة وجود علاقة معنوية إيجابية بين تطبيق برامج التسويق بالعلاقات و بين كل من الولاء و تكاليف التحول للمنافسين لدى العملاء، كما أشارت النتائج أيضاً إلى وجود علاقة معنوية بين تكاليف التحول التي يشعر بها عملاء المصارف محل الدراسة و درجة ولائهم لها، و وجود علاقة معنوية بين برامج التسويق بالعلاقات ولاء العملاء من خلال تكاليف التحول للمنافسين. أوصت هذه الدراسة المصارف محل الدراسة بالتقرّب و بناء علاقات قوية مع عملائها من خلال تبني و تطوير برامج التسويق بالعلاقات بما يتلاءم مع البيئة التسويقية المحيطة بها.
This study aims at discovering the mediating role of switching costs in the relationship between adapting the three relationship marketing programs (financial programs, social programs, structural programs) and customers loyalty of Syrian private banks in Syrian costal area. The sample of this study withdrew randomly from the population of the study. The data collected through pre-designed questionnaire which was directed to those customers. This study finds that there is a positive impact of the three relationship marketing programs (financial programs, social programs, structural programs) on both customers loyalty and switching costs, which in turn have a positive impact on customers loyalty. The perceived switching costs play a mediating role in the relationship between relationship marketing programs and customers loyalty. This study recommends Syrian private banks to build a strong relationships with their customers in a long term by adapting the three relationship marketing programs.
References used
CHIU, H.C; HSIEH, Y.S; LI, Y.C; LEE, M. Relationship marketing and consumer switching behavior. Journal of Business Research, Vol. 58, 2005, 1681–1689
PALMATIER, R.W; SCHEER, L.K; HOUSTON, M.B; EVANS, K.R; GOPALAKRISHNA, S. Use of relationship marketing programs in building customer– salesperson and customer–firm relationships: Differential influences on financial outcomes. Intern. J. of Research in Marketing, Vol. 24, 2007, 210-223
ALRUBAIEE, L and Al-NAZE, N. Investigate the Impact of Relationship Marketing Orientation on Customer Loyalty: The Customer's Perspective. International Journal of Marketing Studies, Vol. 2, No. 1, 2010, 155-174
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This study aims at exploring the effect of E-customer relationship management ECRM
marketing tactics (preferential treatment, tangible rewards, interpersonal
communication, E-direct mail) on both customer trust and commitment of Syrian private
ban
ks in Syrian coastal area. The sample of this study withdrew randomly from the
population of the study. The data collected through pre-designed questionnaire which was
directed to those customers, and there were 324 valid questionnaires. The results of this
study show that there is a positive relationship between E-CRM and customer trust, and
there is a positive relationship between E-CRM and customer commitment, and also there
is a positive direct impact of customers trust on their commitment. Finally this study
recommends Syrian private banks to adapt E-CRM, and try to build a strong electronic
relationships with their customers in a long term, which enhance their trust and
commitment.
Customer Retention Management (CRM) provides a strong competitive advantage for
the organization to stay in the market. It helps management to track customer interactions
with the organization and allows employees access to all customer,s previous
information;
CRM gains its importance by creating a strategic vision to achieve the organization's goals
of maintaining customers and reaching loyalty through integration with marketing policies
and product development To increase the sales of the organization and to make offers that
attract the target customer and interact with him in a way that ensures its preservation.
The aim of the study is to define the reality of the application of CRM during the crisis
period )8402-8400( in the Syrian private banks in Lattakia, and study the dimensions of
customer relationship management in these banks, and then study the impact of these
dimensions on the performance indicators that were measured through indicators of
profitability, customer complaints, strong relationships with customers, customer
satisfaction and loyalty. In order to achieve this, two main hypotheses were formulated.
The researcher used the questionnaire technique to collect the data analyzed using
statistical tests, the most important of which were the one-sample t. test, and the Pearson
Correlation test. The researcher has reached several results, the most important of which is:
a good evaluation of the availability of CRM dimensions in the studied banks, and there is
a positive relationship between these dimensions and performance.
knowledge management
إدارة المعرفة
المصارف الخاصة
private banks
ولاء العملاء
customer loyalty
رضا العملاء
customer satisfaction
محافظة اللاذقية
إدارة علاقات العملاء
العملاء المربحين
تكنولوجيا إدارة علاقات العملاء
Customer Relationship Management
key Customer
CRM Technology
Lattakia Provenance
المزيد..
The research aims to analyze the reality of the health service in the Syrian private
hospitals in Lattakia City; by answering the following questions:
* What is the level of the health service in hospitals in terms of the availability of the
follo
wing basic dimensions: Tangibility, empathy, responsiveness, assurance and security,
reliability and credibility?
* What is the impact of the dimensions of health service quality in customer
satisfaction?
The survey form was designed and distributed to (105) customer of the patients who
checked in private hospitals in Lattakia City, where a convenience sample was chosen.
The results of research indicated, that there is a good understanding of the following
dimensions: Tangibility, empathy, responsiveness, and assurance and security between
members of the research sample. The study results also indicated that there is a significant
and positive effect of (empathy and emphasize security and reliability) dimensions on
customer satisfaction as dependent variable, which the regression model explained (80%)
of the differences in customer satisfaction, while Tangibility and speed of response did not
affect customer satisfaction as a dependent variable.
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.
This research aims to recognize the reality of the application of internal marketing
policies in the Syrian banking through a comparative study between public and private
banks in the extent of the application of these policies (the culture of serv
ice, internships,
Publishing of marketing information), the study included three public banks (Commercial
Bank of Syria, real Estate Bank of Syria, the agricultural Bank), three private banks
(international Bank for trade and finance, Arab Bank, Bank Audi), and to achieve the
study objectives were to build a questionnaire, applied to a sample of employees and
customers at the six banks, and the search is over to the following conclusions Private
banks tend to apply the internal marketing policies are larger and clearer than the public
banks, There is a difference in the application of the service culture variable depending on
the type of bank (in-particular), There is no difference in the application of in-house
training variable depending on the type of bank (in-particular), There is a difference in the
application deployment marketing information variable depending on the type of bank (inparticular)
and The private banks internal marketing policies applied better than public
banks.
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