The reality of implementing relationship marketing in banks and the extent of its contribution to improving the quality of banking service

Abstract

This study aimed to find out the effect of relationship marketing on the quality of banking service in commercial banks, The sample included a group of agencies at the M'sila state level, This effect was studied through the relationship marketing dimensions(Improvement, Continuous quality improvement, Internal Marketing, Customer complaints, Strengthening the relationship with clients) as an independent dimension, The quality of banking service (tangibility, Reliability, safety, Response, Sympathy) as a dependent variable, as it was distributed to a sample of 38 employees from commercial banks in the wilaya of M'sila. In order to process the data, the SPSS program was used. The study concluded that there is a positive effect of relationship marketing on the quality of banking service, The study also recommended that marketing should be strengthened with relationships within banking institutions, Through contacting the customer and maximizing and maintaining the relationship with him, And this is through constant listening and preservation of it