Relationship Marketing Strategy and Customers’ Satisfaction in the Third Millennium Organizations (Case Study: Banking Industry)

In recent years, banking industry has witnessed extreme competition along with numerous opportunities and threats. In such completion, those banks can win that acquire more market share with the lowest costs. It requires formulating and executing proper marketing strategies. Relationship marketing approach is an effective strategy in keeping the competitive situation and success of organizations. The main purpose of present paper is to study the impacts of relationship marketing aspects on banks’ customer satisfaction. It tests six hypotheses. Noteworthy, present study is a causal research in terms of its method and nature while it is a survey in terms of execution and an applied one in terms of purpose. It uses structural equation modeling to study the relations between model components. Its population consists of the customers of Qom banks in 2011. To meet research aims, 300 questionnaires were distributed among the customers of Qom banks of which 270 ones were analyzed. Except than the impact by relationships and empathy on customer satisfaction, other hypotheses are supported. The results indicate that using relationship marketing strategy in banks leads into customers’ satisfaction and gratification.