The possibility of adopting and applying the characteristics of relationship marketing - a study of a sample of private banks in the city of Mosul

Abstract

The research examined the extent to which it is possible to adopt or apply the characteristics of relationship marketing in the private commercial banking sector in the city of Mosul, as the concept of relationship marketing has become one of the cultural concepts and one of the basic and main matters in most banks and organizations that are characterized by sophistication. Most of the organizations are whether in the industrial sector or the service sector in countries. Advanced has begun to apply this modern trend in marketing, and this study gains its importance from the lack of Arab studies that have studied this concept, which has become considered a modern approach that banks can follow to confront the challenges surrounding them, to keep pace with competition and environmental change in all its complexities, and to open up to the external marketing environment in a deeper way, so that organizations have become Now both concepts are applied in marketing (traditional marketing and relationship marketing).
Among the most important conclusions reached by the research were the following: - 1- The tendency of commercial banks towards the relationship marketing philosophy. This means that the banks in the study sample adopt a number of characteristics of the relationship marketing philosophy without knowing this concept or name, by adopting some of its characteristics and the research reached Through his conclusions, he made a number of recommendations, the most important of which are: 2 - The necessity of banks working with the characteristics of relationship marketing and embodying them in banking work, such as building good relationships with customers, working to invest in these relationships, enhancing trust, understanding customers’ needs, working to identify them, and constantly supporting customer value, given that the quality of banking service is related to performance. All employees of the bank, not just the marketing department.