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""
28 /1/2009
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28 /1/2009
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.........إىل
...مجيعا اهدي مثرة جهديهلم
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28 |
ABSTRACT
Impact of Relationship Marketing and PatronageMotivations on Clients' loyalty towards the
OrganizationAn applied Study on a Sample of Jordanian
Commercial Banks' Clients in Amman
Prepared by:Nahla Nihad Al-Nazer
Supervised by:Dr. Wafa Saleh AL-Tamimi
Today Banks are facing a very competitive situation in getting clients and
maintaining them through ways of building programs concerning clients loyalty with
banks.
To achieve this, banks should adopt a strategy of relationship marketing to
build an interactive and long term relation between banks and their clients.
To know the extent of adopting such strategy by Jordanian Commercial Banks,
this research aimed to study the impact of both relationship marketing and clients'
motivation to deal with banks in terms of loyalty to the bank.
This study considers a sample of clients who deals with seven main banks.
These banks were determined on the base of their share in the market. Primary
interview were conducted, as well as questionnaire was designed to collect the
necessary data from 400 clients. The study showed that all banks in our sample
adopted the strategy of relationship marketing (Commitment; Bonding; Interaction;
Satisfaction). The study also confirmed that the clients' trust in banks was the main
factor for client's loyalty.
29 |
The results of statistical analysis declared that there is an impact of all factors
and marketing components on clients' loyalty. The study also showed that there is no
impact of demographic factors on the degree of client's loyalty except the factor of
education level.
In the light of the results of the study, the study was able to offer a number ofrecommendations shown in the following:
It is necessary for banks to concentrate on building Trust with their clients.Banks should be interested in adopting both relationship marketing and client'smotivation strategies.
1 |
1ـ1 1ـ2 1ـ3 1ـ4 1ـ5 1ـ6 1ـ7 1ـ8 1ـ9
3 |
4 |
1ـ2
1()(
2()(
3(
)(
5 |
1ـ3
Impact Hypothesis
)1HO(
)0.05(.
1-1HO:)0.05(2-1HO:)0.05(3-1HO:
)0.05(4-1HO: )0.05(
)2HO(
)0.05(.
1-2HO: )0.05(2-2HO:
)0.05(3-2HO:
)0.05(
6 |
Difference Hypothesis
)1HO(
)0.05(.
1-1HO: )0.05(
2-1HO: )0.05(
3-1HO: )0.05(
4-1HO: )0.05(
7 |
1ـ4
)2003(
)(
)(
9 |
1ـ7
1)
(
2
3
10 |
1ـ8
)1(
11 |
1ـ9
Relationship Marketing
)
2006 :16(.
Commitment
)Dwyer,et al., 1987(.
Bonding
)2005 :83 84ـ(.
Interaction)(
)2001:210(.
Satisfaction
)1996:71(.
Patronage Motivation
)1997(
12 |
Trust
)McClain & Duncan, 2001(.
Social Treatment
)
2005(.
Special Transaction
)Kevin, 1998(.
Loyalty
) ،2007:23 24ـ(.
Client
)Customer(
)Kotler, 2009: 177(
13 |
2ـ1 2ـ2
2ـ2ـ1 2ـ2ـ2 2ـ2ـ3 2ـ2ـ4 2ـ2ـ5 2ـ2ـ6 2ـ3 2ـ4 2ـ5 2ـ6 2ـ7 2ـ8
15 |
2ـ2The Concept of Relationship Marketing
)Mattson, 1997(
)Fournier,et al, 1998(
)Harker, 1999(
)Kotler & Bowen, 1999(
)Baron & Harris, 2003(
16 |
)Kasper, et al, 2006(
) ،2002(
)2003(
) ،2007(
)Morgan & Hunt, 1994(
2ـ2ـ1
)Scanzoni, 1979(
21 |
2ـ2ـ5)Kasper et al.2006:152()(
1)(Obligated Relationship
)
()(
2)(Non-Obligated Relationship
)(
)(
23 |
2ـ3
)Kasper et al,2006:147-148(
PrinciplesUnderstandingTrust
CollaborationCommitmentAdaptation
)Sin, et al,2002(
TrustBondingCommunication
Shared ValueEmpathyReciprocity
)Zabkar & Cater,2008(
Trust
Social bondsSatisfactionCommitment
)2005 :77(
CommitmentBonding
InteractionSatisfaction)2007(
Trust
EmpathyBondingReciprocity
)Wetzel, et al,1998(Quality
TrustDependenceSatisfactionCommitment
24 |
)2006(
SatisfactionTrustBonding
Witching BarriersService Recovery
)(
)
2005(CommitmentBondingSatisfaction
Interaction
)()(
)1(Commitment:
)Dwyer, et at.,1987(
)Zaltman & DeshPande, 1992("
"
25 |
)Kumar, et al., 1995(
)Geyskens, et al., 1996(
Affective)(Calculative)
(Normative)
(
)(
)2005 :81(
26 |
)2(Bonding:
)Shani & Chalasani, 1992(
27 |
)Chiao, 1982(
)Wilson &
Mummalaneui, 1986(
)Witkowski & Thibodeau, 1999(
)2005 :83(
. . .
29 |
)2008 :277(.
)
2008 :278(
1Remote Contact:
ATM
2Direct Personal Contact
3Indirect Personal Contact
)2001:52 53ـ(
1 2 345
31 |
)2003 :71(
)() ،2005 :78(
)2000 :170(
12
32 |
2ـ4Patronage Motivation
Motivated
Motive ) Drive(
Stimulated Need )100:Stanton, 1984(
)Nieschlag,et
al.,1985: 103(
)Herzberg, Maslow, Freude()1997(
1( 2( 3( .
4( 5(Patronage Motives ،
33 |
)McClain & Duncan,2001()Kevin,1998(
Trust
)McClain & Duncan, 2001(.
)Sin, et al. , 2002(
)Berry & Parasuraman, 1991(
)Morgan & Hunt,1994(
)Ford, 1990(
36 |
Social Treatment
)Wilson, 1995(
)Cathy,1993(
)Palmer, et al., 1986(
)Ying &
Chua,1989(
37 |
Special Transaction
) ،2008 :69(
) ،2005(
)Crane & Clarke, 1998(
) ،2007 :141 142ـ(.
42 |
)Dick & Basu,1994(
No Loyalty ،
.
Inertia Loyalty ،
Latent Loyalty ،
Premium Loyalty ،
43 |
.)4(
)4(
Source: Adopted from Alan S. Dick & Kunal Basu, “Customer Loyalty: Towards an
Integrated Conceptual Framework”, Journal of Academy of Marketing Science, 22, 2,
1994:101.
)Newell,1997(
44 |
)Bowen,2001(
"
"
Positive Attitude Strong)2007 :
279(.
)1999 :180 181ـ(
1
Service recovery
46 |
47 |
2ـ6
-)،2002 ("
" .
)75(
51 |
-)2005 ("
" .
52 |
-)2006 ("
" .
)
(
)25()63(
-) 2006 ("
" .
56 |
-)Yavas, et..al, 1997("Service quality in the banking sector in an
emerging economy: a consumer Survey" .
)200()156(
.
-)Taylor & Stanley, 1999)"UK bank-corporate relationships: large
corporate' expectations of service".
)16(
27
.
)(
57 |
:
.
-)1999Frimpong,("Patronage Behavior of Ghanaian Bank
Customers" .
)(
)225()50(
)
()73%(
)
(
-)Huu Phuong, et al, 2000("A Study of bank selection decisions in
Singapore using the Analytical Hierarchy process" .
58 |
-)Quadnj,2002("CRM and Outsourcing – SAVVY Insurance
Businesses set to Steel Market Share From Banks" .
)CRM(
-)Romano,2003("The Impact of Ethical Sales Behavior on Customer
Satisfaction, Trust and Loyalty to the Company: An Empirical Study in the Financial
Services Industry" .
59 |
)630(
)210(
-)Sanchez,2004("Building customer Relationship for Enduring
Profits in a Wired Economy" .
)8(
)30%(
60 |
)70%(
-)Prim,2004("Relationship Marketing of Services, An analysis of
Service Quality and Service Encounters Through Relations Norms" .
61 |
-)Peng, et al,2006("Impact of Relationship Marketing Tactics
(RMTs) on Switchers and Stayers in a Competitive Service Industry" .
)(
)(
-)Eisingerich, et al,2006("Relationship marketing in the financial
services industry: The importance of customer education, participation and problem
management for customer loyalty" .
62 |
)1268(
63 |
2ـ7
)2003(
)(
)
(
)2005(
)2006(
)Zabkar & Cater, 2008(
)(
Affective
)(
64 |
)Roman,2003(
)Frimpong,1999(.
)Prim,2004(.
)2008(
65 |
2ـ8
)()
(
66 |
3ـ1 3ـ2 3ـ3 3ـ4 3ـ5
3ـ5ـ1 3ـ5ـ2)( 3ـ5ـ3 3ـ6
67 |
3ـ1
3ـ2
)(
3ـ3
)1(
68 |
)
(
)40()
()(
1
)1-5()6-10(
)11-15()16-20(
2
)21-25(
)2630(
)31-35(
3)()36-40(
69 |
3ـ4
)13()1(
)،،،، ،
،،،،
،،،(
)600(
) ،،،،
،،(
)2()Convenience Sample(
1720081592008)400(
)12(712008
71 |
1–2.33
2.33–3.66
3.67
3ـ5ـ2)(Validity
)(
)6(
)2(
Reliability
)25(
72 |
Cronbach Alpha
Cronbach Alpha
Alpha
Cronbach Alpha
Alpha)Alpha ≥ 0.60(
)1(
)1()(
)(α1 82.9
2 79
3 65.9
4 81.2
90
5 65.4
6 73.1
7 84.1
86.6
84.9
94.6
73 |
3ـ5ـ3
3ـ6
1)Cronbach Alpha(
2
3
4
5)T-test(
6)Sample Regression(
7)Multiple Regression(
8)ANOVA(
74 |
4ـ1 4ـ2 4ـ3
75 |
76 |
)2(
77 |
)2( )(
23859.5
16240.5 1
400100
92.25
5112.75
6215.5
17944.8
5814.5
4010
10.2
2
400100
16340.8
7819.5
317.8
12531.3
30.6
3
400100
50017042.5
5001000 10626.5
10001500 4210.5
15002000 358.75
4
2000 4711.75
400100
78 |
)2 (59.5%40.5%
44.8%
15.5% 14.5%
12.75%
10% 2.25%
40.8% 31.3%
19.6%
7.8%
42.5%
500 26.5% 500ـ 1000
11.75%
2000 10.5% 1000ـ
15008.75%1500ـ
2000
30,5%
19,25%
12,75%
11,25%
79 |
10%8,75%
7,5%
)3.(
)3(
)%(
12230.5
307.5
358.75
4010
4511.25
5112.75
7719.25
400100
)4 (
80 |
)4(
%% 2125318847
35889.54210.5
2927310827
27167.7512932.25
21052.519047.5
28571.2511528.75
29373.2510726.75
36290.5389.5
)4 (89.5% ،
173%267.75%353%
90.5%
173.25%271.25%352.5%
81 |
4ـ2
)
(
)5( .
)5(
1 3.920.795 2 3.940.734 3 3.960.823 4 4.080.761 5 4.000.882
3.970.59
82 |
)5 (
)3,97) (0,59( ،
" ")4.08 (
)3.97( ،)0.88( ،
" ")4.00 (
)3.97 ()0.88 .(
" "
)3.96 ()3.97 (
)0.82 .(" "
)3.94 ()3.97 (
)0.73 .(" "
)3.92 ()3.97 (
)0.79.(
83 |
)6( .
)6 (
1 3.531.092 2
4.030.721
3
3.201.054
4
3.480.943
5
3.101.245
3.450.78
)6 (
)3,45) (0,78(،"
")4.03 (
)3.45( ،)0.72( ،"
84 |
")3.53 (
)3.45 ()1.09 .("
"
)3.48()3.45(
)0.94 .(" "
)3.20 ()3.45(
)1.05 .("
")3.10 (
)3.45 ()1.24.(
85 |
)7(
)7(
1
4.230.741
2
3.910.802
3
3.701.024
4 3.911.022
5
3.830.893
3.900.60
)7 (
)3.90 (
).600( ،"
")4.23 (
)3.90( ،)0.74( ،"
86 |
؛ "
)3.91 (
)3.90 ()0.801.02؛ ("
"
)3.83 ()3.90 ()0.89 .(
" ـ ـ
")3.70 (
)3.90 ()1.02 .(
87 |
)8( .
)8(
1 3.680.891 2
3.470.955
3
3.551.004
4 3.561.04353.640.982
3.570.75
)8 (
)3.57) (0.75( ،
" ")3.68 (
)3.57( ،)0.89( ،
" ")3.64 (
)3.57()0.98 .("
")3.56 (
88 |
)3.57 ()1.04 .(
" "
)3.55 ()3.57 (
)1.00 .(" "
)3.47 (
)3.57 ()0.95.(
)9(
1 3.97
2 3.45
3 3.90
4 3.57
3.72
)3.72( ،
)3.97 ()3.90( ،
)3.57( ،)3.45 .()5(
89 |
)10( .
)10(
1 4.270.562 2 4.340.6413 4.210.6434 4.030.7945 3.431.005
4.040.50
)10 (
)4.04) (0.50( ،
" ")4.34 (
)4.04( ،)0.64( ،
" ")4.27 (
)4.04 ()0.56 .("
90 |
")4.21 (
)4.04 ()0.64 .(
" ")4.03 (
)4.04 ()0.79 .(
" "
)3.43 ()4.04 ()1.00.(
91 |
)11( .
)11(
1
3.970.802
2 3.640.8453 3.910.8324
3.650.874
5 3.870.923 3.790.60
)11 (
)3.79) (0.60( ،"
")3.97 (
)3.79( ،)0.80( ،
" "
)3.91 ()3.79 ()0.83 .(
92 |
" "
)3.87 ()3.79 (
)0.92 .(" "
)3.65 (
)3.79 ()0.87 .("
")3.64 (
)3.79 ()0.84.(
)12( .
93 |
)12(
1 4.070.761 2 3.421.0043
3.330.995
4
3.511.033
5 3.690.922 3.580.76
)12 (
)3.58) (0.76( ،"
")4.07 ()3.58( ،
)0.76( ،" "
)3.69 ()3.58 (
)0.92 .("
")3.51 (
)3.58 ()1.03 .("
")3.42 (
94 |
)3.58 ()1.00 .("
"
)3.33 ()3.58 (
)0.99.(
)13(
1 4.04
2 3.79
3 3.58
3.80
)3.80( ،
)4.04( ،
)3.79( ،)3.58 .()6(
95 |
)14( .
)14(
1
3.421.044
2 3.590.8833 4.000.7114 3.890.7525 3.281.025
3.640.88
)14 (
)3.64) (0.88( ،
" ")4.00 (
)3.64( ،)0.71( ،
" ")3.89 (
)3.64 ()0.75 .("
")3.59 (
96 |
)3.64()0.88 .(
" "
)3.42 ()3.64 ()1.04 .(
" "
)3.28 ()3.64 (
)1.02.(
97 |
4ـ3
FT
Impact Hypotheses
H01 :)0.05(.
)HO1-1( :
)0.05(.
)15.(
)15 (
R
R2
B
F
Sig*
0.5670.3220.942188.8130.000
) 0.05(
98 |
)15 (
R)0.567 (2R بلغ)0.322(
)0.322 (
β)0.942( ،
)0.942 .(
F)188.813 () 0.05( ،
)(
)HO1-2( :
)0.05(.
)16.(
)0.05(
99 |
)16 (
R
R2
B
F
Sig*
0.6570.4311.576301.4650.000
) 0.05(
)16 (
R)0.657 () 0.05( ،2R)0.431( ،
)0.431 (
β)1.576( ،
)1.576 .(
F)301.465 ()
0.05( ،
)(
)0.05(
100 |
)HO1-3( :
)0.05(.
)17.(
)17 (
R
R2
B
F
Sig*
0.4990.2491.356132.1480.000
) 0.05(
)17 (
R)0.499 ( ) 0.05( ،
2R)0.249( )0.249 (
β
)1.356( ،
)1.356 .( F
)132.148 ( ) 0.05( ،
101 |
) (
)HO1-4( :
)0.05(.
)18.(
)18 (
R
R2
B
F
Sig*
0.5940.3531.630217.0720.000
) 0.05(
)18 (
R)0.594 () 0.05( ،2R)0.353( ،
)0.353 (
)0.05(
102 |
β)1.630( ،
)1.630 .(
F)217.072 ()
0.05( ،
) (
)19.(
)19 (
R
R2
B
F
Sig*
0.7550.5690.068130.5580.000
) 0.05(
)19 (
R
)0.05(
103 |
)0.755 ( ) 0.05( ،2R)0.569( ،
)0.569 (
β)0.068( ،
)0.068 .(F)130.558 (
) 0.05(.
H02 :)0.05(.
)HO2-1( :
)0.05(.
)20.(
)20 (
R
R2
B
F
Sig*
0.3980.1591.38475.0700.000
) 0.05(
104 |
)20 (
R)0.398 () 0.05( ،2R)0.159( ،
)0.159 (
β)1.384( ،
)1.384 .(
F)75.070 () 0.05( ،
) (
)HO2-2( :
)0.05(.
)21.(
)0.05(
105 |
)21 (
R
R2
B
F
Sig*
0.5800.3371.039201.9340.000
) 0.05(
)21 (
R)0.580 ( ) 0.05( ،
2R)0.337( ، )0.337 (
β
)1.039( ،
)1.039 .( F
)201.934 ( ) 0.05( ،
) (
)0.05(
106 |
)HO2-3( :
)0.05(.
)22.(
)22 (
R
R2
B
F
Sig*
0.6080.3691.615233.1230.000
) 0.05(
)22 (
R)0.608 () 0.05( ،2R
)0.369( ، )0.369 (
β)1.615( ،
)1.615 .(F)233.123 (
) 0.05( ،
) (
107 |
)23.(
)23 (
R
R2
B
F
Sig*
0.6660.4430.557104.9960.000
) 0.05(
)23 (
R)0.666 (
) 0.05( ،2R)0.443( ،)0.443 (
β)0.557( ،
)0.557 .(
F)104.996 ()
0.05(.
)0.05(
108 |
Difference Hypotheses
H01 :
T
One Way ANOVA
)HO1-1( :
T
)24.(
)24()T (
T
Sig.*
2383.590.76 1623.710.62
1.6580.098
)24 ( )0.05≤ (
109 |
)T(1.658، )0.05≤ (
)HO1-2( :
One Way ANOVA
)25.(
)0.05(
110 |
)25(
3.53 0.66
3.81
0.77
3.74
0.67
3.50
0.69
3.84
0.61
3.62
0.75
)25 (
One Way ANOVA
)26 (
111 |
)26 (
SOS
MS
DF
F
Sig.*
7.9611.5925
189.2200.481393
197.181398
3.3070.006
)26 (
)≤ 0.05α (
)F ()≤ 0.05α (
)3.307 .()(
)0.05(
112 |
)HO1-3( :
One Way ANOVA
)27.(
)27(
3.610.733.660.643.850.773.590.68
)27 (
One Way ANOVA
)28 (
113 |
)28 (
SOS
MS
DF
F
Sig.*
1.8890.6303
193.6720.493393
195.561396
1.2780.282
)28 (
)≤ 0.05α (
)F ()≤ 0.05α (
)1.278 .() (
)0.05(
114 |
)HO1-4( :
One Way ANOVA
)29.(
)29(
3.65 5000.71
3.64 500ـ10000.63
3.52 1000ـ1500 0.87
3.51 1500ـ20000.79
3.7820000.61
)29 (
2000
115 |
One Way ANOVA
)30 (
)30 (
SOS
MS
DF
F
Sig.*
2.1845460.4
196.0724960.395
198.256399
1.1000.356
)30 (
)≤ 0.05α (
)F ()≤ 0.05α (
)1.100 .()(
)0.05(
116 |
Loyalty = A + {(β1 Commitment) + (β2 Bonding) + (β3 Interaction) + (β4
Satisfaction)}
Loyalty = 0.068+ {(0.115 Commitment) + (0.343 Bonding) + (0.105 Interaction) +
(0.400 Satisfaction)}
Loyalty = 0.068+ {(0.115 * 3.97) + (0.343 * 3.45) + (0.105 * 3.90) + (0.400 * 3.57)}
Loyalty = 0.068+ 3.476 = 3.544
A
β
Commitment
Bonding
Interaction
Satisfaction
Loyalty = A + {(β1 Trust) + (β2 Social Treatment) + (β3 Special Transaction)}
Loyalty = 0.557 + {(0.107 Trust) + (0.353 Social Treatment) + (0.377 Special
Transaction)}
Loyalty = 0.557 + {(0.107 * 4.04) + (0.353 * 3.79) + (0.377 * 3.58)}
Loyalty = 0.557 + 3.118 = 3.675
A
β
Trust
Social Treatment
Special Transaction
117 |
Loyalty = A + {(β1 Relationship Marketing) + (β2 Motivation)}
Loyalty = 0.253 + {(0.741 Relationship Marketing) + (0.296 Motivation)}
Loyalty = 0.253 + {(0.741 * 3.72) + (0.296 * 3.80)}
Loyalty = 0.253 + 3.88 = 4.133
A
β
Relationship Marketing
Motivation
118 |
5ـ1 5ـ2 5ـ3
119 |
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5ـ2
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133 |
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