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Relationship Marketing's Function in the Banking Industry's Customer Orientation Process with an Emphasis on Loyalty

Sheeja I.*, Sheeja I.**

* Scott Christian College (Autonomous), Nagercoil, Kanyakumari, Tamil Nadu, India.

** Department of Commerce, Scott Christian College (Autonomous), Nagercoil, Kanyakumari, Tamil Nadu, India.

Periodicity:January - June'2025

Abstract

The purpose of this study was to conduct an empirical investigation into how the foundations of relationship marketing trust, commitment, communication, handling conflict, bonding, shared values, empathy, and reciprocity affect client loyalty in the banking sector. A study was carried out wherein 400 randomly selected bank customers from the state of Tamil Nadu completed a questionnaire consisting of 34 questions. The data was analyzed using multiple regression analysis. The findings demonstrated that each of the relationship marketing pillars had a substantial impact on customer loyalty and was closely related to it. Thus, it seems sense to conclude that marketing strategies that focus on fostering trust, exhibiting a dedication to customer service, interacting with clients in a prompt, dependable, and proactive manner, resolving conflicts amicably, and offering incentives may all help to generate, reinforce, and maintain customer loyalty.

Keywords

Relationship Marketing, Customer Orientation, Loyalty, Banking, Trust.

How to Cite this Article?

Arjun, R., and Sheeja, I. (2025). Relationship Marketing's Function in the Banking Industry's Customer Orientation Process with an Emphasis on Loyalty. B-Digest, 17(1), 27-32.

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Relationship Marketing's Function in the Banking Industry's Customer Orientation Process with an Emphasis on Loyalty

Abstract

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References

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