The role of relationship marketing in enhancing the perceived value of the bank customer

Abstract

The buzz marketing of the important marketing strategies pursued by organizations,  It focuses on satisfying the needs and desires of customers as the ultimate goal, Thereby enhancing the perceived value of the customer and thus creating a good mental image of the organization and its services Where organizations have prepared a means to gain competitive advantage by formulating their operations to achieve customer satisfaction. In order to achieve this, the dimensions of buzz marketing (noise creation, product seeding strategy, ideas cultivation and incentives for participation) were adopted. The perceived value of customers was expressed by their variables (quality of service, price, mental image),  Through the selection of a number of managers and customers of vital banks and leading in the province of Karbala, which provides services to a wide segment of customers. The study was conducted through the selection of a sample of the banking organizations represented by (Rafidain Bank, the Real Estate Bank, the Islamic Investment Bank, the Bank of Assyria, the Iraqi National Bank, the Iraqi Union Bank, Bank of Credit, Bank of Babylon, International Development Bank, Iraqi Bank of Trade, Investment Bank, National Islamic Bank). The sample questionnaire was selected. The sample consisted of (400) questionnaires, 68 of which were allocated to managers and managers of the banking operations departments, 301 were identified to customers, 31 were lost and some statistical analysis methods were used To measure and test the relationship and direction between the variables of the study.

The most prominent of these conclusions were:

1- There is interest by the management of banks to provide their services through social networking networks as well as through the use of the word by mouth to promote its various services.

2- lack of accurate understanding of the mechanism of the work of buzz  marketing as a promotional means reflect the services provided by banks in order to enhance the perceived value in the minds of customers.

The main recommendations were:

1- The researcher recommends that the government and private banks study the need to pay attention to the precise work mechanism for the buzz marketing of the link and provide qualified personnel capable of dealing with such modern marketing mechanisms.

2-The establishment of many development and training courses for employees and decision-makers in order to deal properly with modern marketing methods, including buzz marketing associative.