دور التسويق بالعلاقات في تحقيق ولاء الزبون -دراسة حالة البنك الوطني الجزائري

Abstract

This study aims to identify the contribution of Relationship Marketing in building customer loyalty in the BNA Bank (Ouargla branch), as well as, the reality of the practice of marketing activities relations in this bank. Samples were selected; randomly from the employees and the customers of the BNA Bank all branches located in Ouargla. The questionnaire was used as a tool to collect data. One hundred and nineteen (119) questionnaires were distributed, that includes, thirty-nine (39) to the bank's employees and fifty-nine (59) to the customers. Our study is descriptive in its method; also we rely on the statical software (SPSS) to analyze the questionnaire's data. The study found that the bank's employees engaged in marketing activities relations in order to attract customers. Also, the bank works to create a database for its customers, however it is not interested in running the following data to provide appropriate services for each customer. From customer's point of view, the elements of Relationship Marketing (satisfaction, communication, commitment, mutual trust) have a role in building their loyalty. These elements have different impacts on the loyalty of customers, where the largest proportion is taken by the trust element, followed by mutual commitment and satisfaction. However, the least influenced element; according to our findings; is the communication. On the other hand, the demographic variables to customers; such as: sex, level of education, income, occupation; do not affect the customer loyalty to the bank. The study recommended that granting incentives for employees to raise their efficiency and their performance, which will create positive environment with the customer and, provide an effective communication between employees and customers in order to get close to more than one custome