期刊名称：Arabian Journal of Business and Management Review
电子版ISSN：2223-5833
出版年度：2011
卷号：1
期号：3
出版社：Sohar University, Oman and American University of Kuwait
摘要：Today, service companies and institutions worldwide,competein space thatdue to the demands and expectations of the customers i ntroduce a factor for the survival of their professionaland only those groups of the institutions will be more successful that correctly recogni ze, customeris valuable i nvestment. Banks and financial institutions are not exempt from this issue.Banks must attempt by new marketing strategies for attract more customers satisfacti on.One of the new strategi es is relationship m arketi ng strategy. Todays, relationshipmarketing is business art.The importance of this research toward marketing, service quality and consumer satisfactionaskey to success elements of financial businesses faced with escalating competition and market changes recently.Society statistical present study is all customers having accounts at Saderatbank branchesin Iran (Anzali)city.Sampli ng method is avail able non-probabili ty.Data collection methods werefield and Collection tool was questionnaire.Data analytical methodwas the correlation coefficientthat finally, the hypothesis was confirmed
关键词：Cus;tomer Sati sfaction; ;Relationship Benefits;Relationship Marketing;Saderat Bank
