Evaluating The Effect of Marketing Activities On Relationship Quality In The Banking Sector: The case of private commercial Banks in Jordan.

Abstract

The aim of the study was to investigate and evaluate the marketing activities and performance of relationship quality in bank setting. To analyze data collected from a random sample of 817 clients drawn from five private commercial banks in Jordan, the linear structural relationship (LISREL) model was used to identify structural characteristics of relationship management between the bank employees and clients. The empirical results of this study were fourfold. First, greater employees' relational and client orientation resulted in higher relationship quality. Second, better financial providers'(employees') attributes resulted in higher relationship quality. Third, higher relationship quality resulted in better relationship continuity. Fourth, committed client relationships resulted in client satisfaction, loyalty, positive word of mouth, and promotion. These in turn contributed to the enhancement of bank image.