CUSTOMER RELATIONSHIP MARKETING: ITS IMPACT ONCUSTOMERLOYALTY

Abstract

Globalization and highly competitive banking context play an increasingly important role in increasing customer loyalty. Moreover, they banking marketers have to amend all challenges to achieve a marketable service. Cultivating loyal customers might be a key driver of organizations which can lead the way for organizations’ long-term financial performance such as increased sales and customer share, lower costs, and higher prices. Based on the importance of customers loyalty in banking industry, the purpose of this study is to examine theimpact of customer relationship marketing on customer loyalty in banking industry in Jordan. Additionally, thisstudy is to explore the impact of service quality on trust and satisfaction in banking industry in Jordan. Thestrategy of inquiry is quantitative study using survey approach. The population of the current study is selectedfrom bank customers in Jordan. It is found that all elements of CRM has positive association with customer loyalty. The finding indicates a positive relationship between trust and service quality and the correlationcoefficient between these two variables is significant. Also, the finding indicates a positive relationship betweensatisfaction and service quality and the correlation coefficient between these two variables is significant