A Study of Relation-Oriented Marketing on Banks Customer Loyalty

The intensity of competition in markets and significance of customer retention for organizations have obliged them to take actions to attract, maintain and enhance relationship with customers. Achieving knowledge on the significance of customers satisfaction, organizations gradually are distancing from traditional marketing and moving toward relationship-oriented marketing, and based on the findings of researchers relationship-oriented marketing is one of the best methods. Given the importance of this approach for todays organizations, the present paper attempts to examine the impact of relationship-oriented marketing on bank customers loyalty. This research is a document-analytic study, and the study results indicate that some variables including trust, obligation, communications and conflict management as the foundations of relationship-oriented marketing play significant roles in enhancing relationship between organization and customers and finally making customers loyal.