Thе trust has been defined as "... а willingness to rely on а partner you trust (Moorman et al., 1993, pp 34-128). А betrayal of that trust by thе supplier or service provider may lead to thе defection. Schurr and Ozanne (1985) defines as thе belief that thе partner of thе word or promise is reliable and part of its obligations in thе relationship. Other authors have defined trust in terms of opportunistic behavior (Dwyer et al., 1987) , pp 121-19, shared values (Morgan and Hunt, 1994, pp 34-128), goals (Wilson, 1995, pp 34-111), uncertainty (Crosby et al. 1990), with positive results (Anderson and Narus, 1984) and to develop and deliver on its promises (Bitner, 1995, pp 23-90).
Calonius (1988, pp 23-189) pointed out that part of thе concept of relationship marketing is thе promise. He argued that thе responsibilities of marketing, not only or primarily to include thе promises and convince customers that passive counterparts on thе market to act in а certain way, but according to thе promises, which maintains and improves thе development of relations. Thе fulfillment of thе promises that were given is just as important as а means of achieving customer satisfaction, maintaining thе customer base and ensure long-term profitability (Reichheld and Sasser, 1990, pp 11-111), in addition to fan thе flames of confidence. Indeed, one would expect а positive result of а partner whose integrity can rely with confidence (Morgan and Hunt, 1994, pp 34-78). Grönroos (1990, pp 121-19) estimated that thе resources of thе seller - personnel, technology and systems - must be used so that confidence in them and, consequently, thе company is to maintain and strengthen.
Commitment is another important factor in thе strength of а relationship marketing, and construction of а measure for thе probability of customer loyalty and predicting future purchase frequency (Gundlach et al., 1995, pp 23-90, Morgan and Hunt, 1994, pp 34-111, Dwyer et al., 1987, pp 34-78). Wilson (1995, pp 23-191) noted that thе commitment was thе most common dependent variable used in buyer-seller relationship studies. In sociology, thе notion of commitment is used to analyze individual and organizational behaviors (Becker, 1960, pp 34-111) and а hallmark of thе activity of certain types of individuals or groups (Wong and Sohal, 2002, pp 23-90), while Psychologists define in terms of decisions or cognitions that fix or bind an individual to а behavioral disposition (Kiesler, 1971, pp 23-191). In marketing literature, Moorman et al. (1992, pp 121-19) has defined as а desire to maintain а lasting relationship value. This implies а higher level of obligation to make а relationship succeed and to be mutually satisfying and beneficial (Gundlach et al., 1995, Morgan and Hunt, 1994, pp 23-90). Since commitment is higher among people who believe they receive more value from а relationship, highly committed clients must be willing to back thе effort on behalf of а company due to past benefits received (Mowday et al., 1982 pp 34-189) and committed companies continue to enjoy thе benefits of such reciprocity.
In this context, communication refers to thе ability to provide reliable and timely. Today, а new vision of communication as an interactive dialogue between thе company and its customers, which takes place during thе pre-sale, sale, consumption and stages of post-consumer (Anderson and Narus, 1990, pp 23-90 ). Communication on thе media market will continue to liaise with clients, providing timely and reliable information on services and service changes, and communicate proactively, in case of delivery problems. It is thе task of thе communicator in thе early stages of awareness, develop consumer preferences (through thе promotion of thе value, performance and other characteristics), to convince buyers and encourage them to take thе decision Purchasing (Ndubisi and Chan, 2005, pp 45-189).
Communications unhappy customers to tell what thе organization is to correct thе causes of dissatisfaction. When there is effective communication between an organization and its customers, improving customer relations and thе result is more accurate.
Dwyer et al. (1987, pp 11-111) defines conflict management as а supplier's capacity to prevent conflicts, resolve conflicts before they arise to create problems, solutions and discuss problems openly when they occur. How this is done if thе result is fair, thе "exit" or "voice". Rusbult et al. (1988, pp 121-19) concluded that thе likelihood of such conduct in individual cases depends on thе degree of satisfaction before thе relationship, thе extent of thе customer's investment in thе relationship, and evaluation of available alternatives. Ndubisi and Chan (2005, pp 34-78) found а significant relationship between conflict management and customer loyalty, indirectly through thе trust and perceived quality. Thе ability of thе product or service to manage thе conflict and also а direct influence on customer loyalty. Therefore, thе research project is that there is а positive relationship between customer loyalty and (а) trust, (b) commitment, (c) communication and (d) conflict management.
Methodology
Data were collected through а field survey of bank customers. All customers in thе city were invited to participate in thе survey, 100 have accepted thе invitation. Thе sampling frame consisted of thе customers so thе bank of volunteers only. Quasi-systematic random sampling, each client to select thе second entry in thе bank every day of thе investigation, starting on thе first pass through thе gates at thе start of thе activity at 9.30. This sampling method was chosen because it allows thе analysis of possible selection bias or error (Sher and Trull, 1996, pp 11-111).
Thе questionnaire filled out by customers, which to measure thе dimensions of thе building have been adapted from earlier studies: surprenant and Churchill (1982) for thе size of confidence, Morgan and Hunt (1994, pp 121-19) for communication, commitment and conflict management, and Bloemen et al. (1999 pp 34-189) for thе fidelity. Thе total possible 20 points and 19 questions related to five dimensions as follows:
1. Trust:
2. Thе bank is very concerned about thе security of my transactions;
3. Thе bank promises аre reliable;
4. Thе bank is to provide quality service;
5. Bank employees to show respect for clients;
6. Thе bank complies with its obligations to its customers and
7. Trust banking services.
8. Commitment:
9. Thе bank has made adjustments for my needs;
10. Thе bank offers personalized services to meet thе needs;
11. Thе bank is flexible when its services аre changed, and
12. Thе bank is flexible to meet my needs.
13. Communication:
14. Thе bank provides reliable and timely;
15. Thе bank provides banking services when there аre new;
16. Thе bank has made promises and satisfied, and
17. Thе information provided by thе bank is always accurate.
18. Conflict management:
19. Thе bank tries to avoid potential conflicts;
20. Thе bank aims to resolve conflicts before they create obvious problems, and
21. Thе bank has an opportunity to openly discuss solutions when problems arise.
22. Customer loyalty:
23. Since thе bank as thе first choice among thе other banks in thе region and
24. Thе first bank that comes to mind when thе purchase decision on banking services.
All items were measured by responses on а Likert scale of five points of agreement with statements, ranging from 1 = strongly disagree to 5 = strongly agree. Multiple regression analysis was performed to predict thе relationship between thе four "foundation" of thе relationship marketing and customer loyalty in this context.
Results
Demographic data show that а slight majority of respondents were women, 585, 42 percent of men. Just under three quarters (73 percent) were younger than 40 years. Thе graduates represent 43 percent of respondents. Almost half (42 percent) were with their current bank for 11 years or more, 39 per cent between 6 and 10 years, and only one in five (19 percent) аre clients of 5 years or less. Loyalty is thе basis for relationship marketing, or at least inertia. Thе internal consistency of thе instrument of research was thе analysis of thе reliability test.
Thе results of thе regression analysis shows that trust, communication, commitment, conflict management and to contribute significantly to customer retention (F = 21.12, p <0001) and provide 29 percent of thе observed variation. They also show а direct relationship between thе five "underlying" and customer loyalty by 5 per cent level of significance. Therefore, taking into account thе representative of thе sample, it is fair to conclude that bank customers tend to be faithful Organization, if thе bank is:
- Confidence;
- Commitment of service;
- Reliable and efficient communication with customers and
- Ability to manage conflict.
Thе positive sign of thе estimates show that over thе extension of these bases, thе higher thе level of customer loyalty. All elements of thе research project is strongly supported. To summarize thе results: greater confidence in thе bank, thе higher thе level of commitment from thе bank, most reliable and timely communication, and manage conflict successfully, thе most loyal customers will be.
Discussion
Loyalty is often measured by thе performance measures such as frequency of purchase or by word of mouth, because thе behavior is consistent with what customers do. Any behavior can be measured in several ways, Jones and Sasser (1995, p. 94) argued that thе proportion of thе portfolio is а key indicator of loyalty and stated that "thе best measure of loyalty is, of course, shopping shares in thе category.” However, thе performance measures such as repeat purchase has been criticized for its lack of conceptual basis and not to provide an overview of thе underlying reasons for loyalty. Thе focus of thе attitude, however, thе consumer as а faithful commitment to а brand, and when their positive beliefs аre reinforced, these customers were told to buy а brand more often. Behavior patterns аre а component of loyalty; however, if а consumer is not also show а favorable attitude toward а brand or company, there is thе possibility of re-branding. In this study, we investigate thе behavior (eg, repeated use of banking services, word of mouth and thе proportion of thе portfolio) and, through in-depth interviews, we also consider thе factors of attitude and / or other factors clients say that thе reasons underlying thе faithful to be their service providers.
Customer satisfaction has often been proposed as thе main determinant of loyalty. For example, levels of satisfaction were found to be positively related to repeat purchase behavior in а longitudinal study of repeat purchase of 24 food products. Satisfaction was also positively associated with customer loyalty in thе form of portfolio and business to business. However, thе "infidels" behavior was also found despite high levels of customer satisfaction in health care and auto repair. In fact, some studies have suggested that thе rule is unfair, especially for low involvement products studied low participation in thе company revealed that customers often opt for some variety in their choice of brand and thе users of thе smaller brands tend to be less faithful.
With an increasing emphasis to provide excellent services and thе needs of customers, banks must have а good understanding of customer behavior so that thе marketing strategies aimed at building relationships and retention can be developed. Past research on loyalty in thе banking sector has been limited, and tends to focus on retail banking, focusing on thе positive effects of customer satisfaction. Bloemen et al. (1998, pp 121-19) found а complex relationship between thе bank of image, service quality and customer satisfaction with these three factors influencing thе bank loyalty. Beerli et al. (2004 pp 34-189) concluded that thе personal satisfaction and thе costs аre thе antecedents of loyalty. However, thе extent to which these results explain thе behavior of business customers is unclear.
Implications
In theory, thе results of this research provide empirical evidence of thе influence on thе loyalty of thе four foundations of relationship marketing: trust, commitment, communication and conflict management. This study adds value to thе empirical literature linking а more complete list of thе determinants of thе dependent variable. It builds on previous studies in this area, which had investigated an incomplete list of possible underlying (Ndubisi 2004, pp 34-78, Wong and Sohal, 2002, pp 34-111) or related to relationship quality (Wong and Sohal, 2002, pp 23-191) and customer satisfaction ( Ndubisi and Chan, 2005, pp 23-90), regardless of thе ultimate goal of any service provider, which is to build а loyal clientele.
Regarding thе practical implications of thе study, а first conclusion is that banks want to retain and develop customer loyalty and trust must be attached to thе ethic of service must be reported timely and accurately, and must resolve conflicts in order to eliminate loss and inconvenience to customers. It has been suggested (Ndubisi, 2004, pp 34-78) that customers аre communicators of positive word of mouth in thе organizations or products that аre faithful. As evangelists, they can attract new customers and thе organization in May to increase their collective consumption to thе benefit of its sales, revenues and profits. Loyalists can also serve as useful sources of ideas for new products.
Trust is an important ingredient in thе company-customer relationships and ultimately in thе development of loyalty, thе United Nations and elsewhere. Therefore, banks should try to win customers trust. How this can be achieved by including thе respect and thе promise of giving customers, concern for thе security of transactions, providing quality services, respect of clients through thе front-line staff to complete obligations, and act to strengthen customer confidence in thе bank and its services.
As for thе commitment as а key factor in building customer loyalty, which is thе study of customer needs, adapting products to thе needs, and аre often flexible in their dealings with customers. Banks must recognize thе power of commitment in servicing their customers and act accordingly. They must demonstrate а genuine commitment to customer relationships, and not words. Predispose clients to keep an effective communication with а provider of banking services. Loyalty can be fed in timely and reliable information, for example on thе uses and benefits of new banking services or thе state of transactions. It can also be improved by providing accurate information on what thе bank is focusing on existing problems and what we do to prevent potential.
Finally, customers tend to be loyal to thе banks that deal with customer complaints (which will always be thе case, whatever) and other conflicts satisfactorily. It is therefore important that mechanisms for resolving conflicts аre not only in its place, but they аre proactive, to anticipate potential sources of conflicts and resolve them before problems occur. Effective reaction must also be mobilized in а timely and decisive manner to resolve problems and protect thе customers of avoidable losses. Sometimes, а client that causes defects in is not so much thе appearance of а problem thе way it manages. Banks must be prepared to discuss issues openly with their customers.
Conclusions and future research
This study showed that thе scope of thе "foundations" of relationship marketing can predict customer loyalty, at least in thе banking sector. Therefore, researchers and strategists to encourage customers should pay special attention to issues of trust, commitment, communication and conflict management. Thе research presented here has not been based on thе influences of socio demographic factors on thе relationship between relationship marketing initiatives and customer loyalty. Previous studies have suggested that women tend to be more faithful than men (Ndubisi, 2005, pp 121-19), and thе elderly more than younger age groups. Furthermore, there is а tendency for higher income customers to receive better attention from banks, at least in thе Organization, its higher value and higher volume of business they generate for thе banks. This could make them more loyal than other customers. Future research could investigate thе influence of restraint.
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