I read in a book by a sociologist that all human relationships are transactional, and you can not find a relationship that is exempt from the rule of transaction, even in spiritual practices.
Now that we are always trading with others, we should not forget that in some hours and moments we are a product supplier or service provider and in return in many cases we are accepting or requesting. We provide services or products to others, or in other words, in many moments of these transactions we are the customer, a customer with specific expectations, so it is not difficult to understand the customer’s expectations and empathize with him, because I am almost daily We are customers of other people’s products and services. .
According to statistics, return on investment, sales profit, market share growth, cost reduction, stock price growth, reduction in customer flight and retention of loyal customers in customer-oriented organizations are significantly different from conventional organizations.
To show the importance of the customer and the need to retain him, it seems necessary to pay attention to the following points:
1) The cost of attracting a new customer is between five to 11 times the maintenance of an old customer.
2) To increase the customer by 2%, you have to spend 10%.
3) The loss of one customer is the escape of another 100 customers.
4) Customer satisfaction is a prerequisite for all subsequent success of companies.
5) Customer satisfaction is the most important management priority against other goals such as profitability, greater market share, product development and ….
6) The most valuable asset of any organization is the trust and confidence of customers.
7) Choosing a regular and loyal customer is the only condition for permanent survival and continuation of efficient activities of any company.
8) Senior managers must personally be a model of commitment to customer satisfaction.
9) To gain the trust of customers, promise less than you can and do more than you promised.
10) Equivalent to 98% of dissatisfied customers, go to competitors without complaint.
11) The probability that completely satisfied (happy) customers will buy from your company again is six times more than just satisfied customers.
12) Listening to the customer’s complaint is 90% of the work and solving it is 7% and following up to find out the customer’s satisfaction is another 3%.
In this regard, Persian Tejarat Dovan, after launching the global customer management software while contacting its customers, comments on their criticisms and suggestions.
Records and classifies to maximize customer satisfaction by handling as soon as possible.
Customer oriented application
Given the trend of globalization, if an organization wants to succeed and wants to gain a large share of markets and huge profits, it will certainly put customer orientation at the forefront of all its affairs. In this regard, we mention 10 applications about customer orientation and how to obtain customer satisfaction:
1) Development of ideals, mission letters and values of the organization in order to satisfy customers: The mission letter, in fact, clarifies the reason for the existence of the organization and answers the question that what goal do we pursue in our business? The ideal and mission letter of the organization should be developed in the direction of customer orientation and all programs should be designed and implemented based on it, for example, the ideal of the Welfare Bank is: leading in providing banking services and customer satisfaction, employees and stakeholders in the Middle East and The mission of the Welfare Bank for customers is to: meet the needs and desires of current and future customers and for society: to help economic growth and maintain monetary stability, and for shareholders: to earn financial benefits.
So it is better to serve the mission and mission:
State the company’s intentions accurately.
Distinguish the company from its competitors.
Write in a language understandable to customers and valuable to them.
Be achievable, because a company that claims to be more knowledgeable will cause customer dissatisfaction and cause problems for employees.
2) Quality as one of the most important factors for the growth and development of organizations and customer satisfaction: Organizations and companies that focus on the needs of consumers or customers, that is, pay attention to product quality and customer service, are more successful in competition.
Or a product that fails to meet the needs, wants and expectations of customers is not ideal. Every organization or company must consider the right combination, the right performance, the right durability, and the right price for each product or service. Customers help us identify the fit, and all we have to do is ask them for their opinion. In addition, the officials of some companies have realized that the whole organization must be committed to the quality of the product. The work of each employee affects the quality, because each organization has a system of interconnected components and the performance of each component is quite effective on the other.
Optimal quality is the level of quality that, in addition to meeting customer expectations, without increasing the value of products, prevents costs from increasing. Quality is the essence of any organization. All the tasks performed in the organization, such as writing letters, responding to clients, even the duties of cleaners and guards are considered effective elements in quality.
Today, a small part of a company is no longer dedicated to providing services, but the entire organization – from top executives to regular employees – all have a role to play in meeting the needs of existing and potential customers. Even if a person is not in a position to directly support the customer, he or she can support the employees who serve the customer.
Satisfied customers are the source of corporate profits. Companies that can not keep customers satisfied will be eliminated from the market in the long run. Providing customer service with excellent quality and continuously, creates competitive advantages for the company. The following are points about quality that should be considered in all government agencies:
Information: In the public sector, information must be fast and accurate and available to everyone.
Speed in providing services: Public sector customers want to expedite their work.
Accuracy of services: Public sector customers demand the correctness of the results of the work done.
Beauty: The appearance of actions, correspondence, publications, facilities and the place of reference should be clean, beautiful and clean.
Appropriate behavior: Public sector customers want to receive services with compassionate behavior.
Legitimacy: Public sector clients want employees to adhere to rules and regulations and find any discrimination and inequality unpleasant.
Simplicity and convenience: Public sector clients want to do things as well as do things simply – and not in the context of complicated and complicated office workflows.
Flexibility: Public sector clients want flexibility in how laws and regulations are enforced.
Knowledge and ability of employees: Employees must have sufficient skills and knowledge and expertise to provide the service.
3) Understanding customer expectations: The first and last criterion of customer satisfaction is whether his expectations are met or not? Therefore, it is first necessary to determine what those expectations are.
Then you need to set goals and focus the organization’s human resources on the areas that are most important to customers. The service goals of any company depend on the expectations of customers, competition and service goals of that company. Regarding customer expectations, certain criteria of satisfaction should be identified in each market segment, but one can start from general standards.
Different customers have different preferences for the following features, and while some may not matter at all, the organization should consider all of them to make sure:
A) Value to price ratio: It is clear that customers are interested in receiving as much value as possible for the price they pay. This ratio measures the value that customers receive as a function of the price they pay. This ratio can be improved by raising the value or lowering the price. Market segmentation is an important step in creating the right ratio between value and price. Two companies may offer the same services, but because of certain features, customers choose one of the two companies and are willing to pay more for the same service.
B) Quality of service or product: Buyers of any product or service want products and services to meet their expectations. It should never be forgotten that low quality products can not be sold successfully only with extensive advertising, discounts and smiles to the customer. Negligence in service will also cause customer dissatisfaction. It should be remembered that quality should be defined and communicated based on customer feedback. It does not matter to the customer that 97% of the service provided is non-infringing. He wants to receive a perfect service for the money he pays or the time he spends.
C) Warranty: No one is willing to buy a product or service without assuring that the seller will live up to its promise of performance and product quality. The most common way to build this confidence is to provide effective service, refund money, or replace a defective product after purchase.
D) Purchasing experience: One way to improve the organization to a better position and more profit, which also depends on customer satisfaction, is that the purchasing process is fast, simple, easy, without problems and as enjoyable as possible. No one wants to deal with bad salespeople and employees, or wait in line to buy a product or service. In a survey, 60% of respondents said they no longer buy from stores because of sellers’ bad behavior.
Optimal customer expectations: Customer satisfaction can be expressed in relative terms as follows: If the customer’s perceptions of the services received are lower than his expectations, the result is dissatisfaction; If the service meets his expectations, he feels comfortable, but not very satisfied; But if the service exceeds the customer’s expectations, he will be satisfied and satisfied, and usually this latter group will be among the loyal customers.
There are two ways to provide services that exceed customer expectations: the first way is to work hard, spend more money and do extra work; The second way is to carefully control customer expectations, because you should not create expectations in customers and then provide services that are somewhat undesirable, but your promises and guarantees should help your situation. One of the reasons for the dissatisfaction of the people of our country with service organizations is that such organizations create expectations that are not able to provide them properly and in a timely manner.
5) The key to customer satisfaction is in the hands of proper human resource management: Appropriate employees who are supported by the management system are the key to customer satisfaction. Companies can ensure the desirability of their employees according to the four basic principles of selection, training, support and payment:
A) Selection: In jobs that require a lot of contact with customers, not every employee can be used. An unsuitable employee may disrupt the costly fundamentals. Excessive training costs, underemployment, low quality of work and ultimately low level of efficiency of any institution or organization are partly due to incorrect and irregular selection. In addition, the entry of each new employee into the organization with special mood and training characteristics, will have a direct effect on the behavior of other employees and in general, on the behavior of the organization. Therefore, hiring the right mindset is the only way to succeed.
B) Education: Man is a changeable creature with unlimited potential abilities that these abilities can be gradually implemented under the correct educational system and planning and human societies and related organs to enjoy many gifts. There are many goals of education in organizations that can be classified as social goals, organizational goals and individual goals, but what should be emphasized in the education system of organizations is the results of training and not just training and Or training hour statistics. In other words, the goal of education should be to create Learning Organizations and produce ideas, not just read the minds of others.
After hiring, employees should be taught the technical and professional skills of the job and the type of behavior desired. Training should cover the entire work life to enable employees to be responsive to changes in technology and customers and job requirements.
Uneducated employees should not deal with customers and should not be in the forefront, as this is unprofitable for the company and unsatisfactory for the customer. Employees who provide service, even if they encounter angry customers, must always behave pleasantly and be efficient, sensitive and creative. In fact, training is a kind of investment in human resources.
C) Support: Companies that want to provide services to customers, must abandon some traditional management controls and give authority to first-line employees to make decisions and provide solutions. In other words, they need to empower customers to solve problems in a way that they think is best for their customers. Management must trust these employees.
D- Payment system: Money is the most important form of payment to employees, but it is not the only means to motivate them. The best way to achieve the highest level of performance is to be rewarded, especially in jobs that require direct contact with the general public, because such jobs are associated with a lot of work and a lot of problems. To motivate employees who are under a lot of pressure, a special payment system should be used, including valuable money and rewards, such as a trip and sightseeing, symbolic rewards such as introducing a typical employee and listing services and value. های او.
6) Creating a commitment to provide service at all levels of the organization: Not only the CEO should be committed to providing good customer service, or only employees should be committed to this, but all members of the organization should be involved in this work. Without financial and managerial support, service providers will not be able to keep customers satisfied despite their best efforts. The misbehavior of a flight attendant, a bank clerk, or a delivery worker may undermine the efforts of others. Commitment to customer service should be real, not just a slogan or a means of advertising.
7) Reducing the duties of staff departments and directing them to expert affairs, supervision and planning: When the organization expands and different specialties are formed in it, a manager can not have the power to coordinate and command in all areas. And to have other people without additional and specialized help, because, firstly, human life is not enough to learn all specialties and skills; Second, the power and scope of control and management of an individual is limited. Thus, departments called headquarters assume the responsibility of assisting management, and generally their duties are to supervise, plan, consult, and coordinate the affairs of the guild, which are responsible for executive duties. Therefore, the limits of duties and powers of units and managers of the class and headquarters must be clearly defined and specified. Must also have tasks.
8) Reengineering (Management of Organizational Transformation): Reengineering looks at public and private organizations through a completely new perspective. According to this new approach, it is the people or customers who ultimately pay the price of the services and products produced by the organizations as well as the capital gains of their owners. Because of this, people or customers are the main beneficiaries of organizations. From this point of view, all traditional organizations today, which are rooted in the mechanical attitude of people like Adam Smith, Taylor and Max Weber, must transform and modernize their internal structure and processes in such a way that all the power and energy of organizations is spent to meet needs. And the expectations of the community (people or customers).
Reengineering means transformation and redesign, transformation in the mind (mindset and attitude of managers and employees), in culture and value system, in processes and processes, in structure and organization, and in the use of resources and facilities and transformation in How to use information and communication technology in organizations.
In current organizations, hierarchy rules instead of the customer, and an overview of the quality of products and services of organizations and its distribution by traditional networks and waste paper games, frequent travel and waste of time, to understand the need. Re-engineering is enough.
9) Customer evaluation plan by customers: In some customer-oriented organizations (Consumer Oriented Companies) that in designing their policies, the most attention to the customer and are thinking of customer satisfaction and loyalty, special forms have been prepared and It is made available to the customer and during that, the customer is asked to introduce the sample employee. After identification, these employees are evaluated in the motivational system.
10) Customer Complaints Management: Another customer-oriented strategy can be mentioned to give importance to customer complaints. Most customers do not bother to complain, and sometimes even the inappropriate treatment and threats of the employee do not allow them to protest and continue in the same way. Therefore, measures should be taken to find the cause of dissatisfaction and also to solve the identified problems. Customer dissatisfaction causes them to turn to competitors. Understanding the cause of their dissatisfaction and responding to dissatisfaction significantly increases the market share and profitability of the company.
Matsushita, one of the most successful Japanese businessmen and artisans, has some valuable points to consider in managing a complaint, which we will mention here:
Complaints should be viewed positively and professionally.
Complaining is a good way to get feedback from a customer.
Complaints are a tool to prevent unwarranted pride and to use internal talents to produce optimal services.
Complaints are a useful way to measure performance and allocate resources.
Mirror grievances are useful for using internal performance to compete and rank among the top organizations.
Complaints handling is the best activity to satisfy customers and better understand them.
In dealing with the customer, do not describe problems that are not related to him and narrow his mood, because your behind-the-scenes issues are not related to the customer, but by doing so, you lead him to the competitor.
The Impact of Relationship Marketing on Customer Satisfaction
In the new age, the business world is based on customer satisfaction and customer orientation, so that expanding services and providing them without considering this principle is not only difficult but also impossible. The relative increase in the cost of attracting new customers has led marketing experts to retain existing customers to improve the profitability of their activities. In this regard, relationship marketing, which is a new approach to customer orientation, has a special place. In this article, which is taken from a study entitled “The effect of different levels of relationship marketing (relationship building, relationship maintenance, relationship development) on bank customer satisfaction”, which tries to introduce relationship marketing and customer satisfaction and explain how relationship marketing affects Customer satisfaction.
The financial services sector (banks) is undergoing changes that it has not experienced before in its history. These changes have had a profound effect on both the structure of the industry and the nature of competition. Not surprisingly, in this turbulent environment of rapid change, financial institutions have been forced to change the way they react to the market, focusing less on products and more on customers and relationships, and instead of short-term vision, long-term vision. Take the time.
The intensity of the competition and its complexity has forced many banks to accept the new worldview of the marketing concept, “relationship marketing”, and instead of aggressive marketing strategies, it leads them to defensive marketing strategies. Relationship marketing in the banking industry is rapidly becoming the dominant attitude and philosophy.
Relationship marketing involves activities aimed at developing long-term and cost-effective communication between organizations and their customers, in order to create mutual benefits for both parties, service companies can use different strategies to maintain and increase the level of relationships.
On the other hand, maintaining and strengthening the customer relationship is the only one-way path that banks must go through in using defensive strategies and increasing the retention of their current customers. Marketing is generally a new term among Iranian banks, because marketing becomes necessary when the organization faces a competitive environment. The Iranian banking industry in the last decade is gradually becoming more competitive with changes and developments in the field of deregulation, service delivery technologies and growth targets set by mostly state-owned banks. During these years, Iranian banks have established a customer service unit with marketing and marketing research, which is a reason for the industry to move towards competitiveness, which will undoubtedly intensify in the near future.
History of Relationship Marketing
Since the early 1980s, many companies have entered into stable relationships with their suppliers and other stakeholders, and then in early 1983, the term relational marketing was first coined. In fact, three factors led to the rise and popularity of relationship marketing in the late 1980s and early 1981s. The first reason was the energy crisis of the late 1970s, which caused unprecedented inflation in the prices of raw materials, and many American companies operating in the electronics, steel, aluminum, chemical, and textile industries went out of business under pressure from foreign competitors. Therefore, customer retention and long-term relationships with them were considered.
At the same time, service marketing was gaining popularity as a new branch of marketing science. Lennard Berry, the first researcher in service marketing, coined the term relational marketing in early 1983. Because service delivery required a direct relationship with service recipients, researchers were able to analyze customer loyalty while establishing lasting interactions with them. Finally, with the advent of TQM in 1980, manufacturers sought to reduce the number of suppliers, resulting in higher quality raw materials and lower costs, which required relatively stable interactions with suppliers. . After the success of the Japanese in developing relationships with suppliers, especially in the automotive industry. This model was also used by American companies.
Since the advent of relational marketing, various definitions have been expressed by marketing experts and specialists. Herker (1999) has compiled twenty-six different definitions proposed in the 1990s, some of which are as follows:
Relationship marketing is a regular framework for creating, developing and maintaining valuable relationships between stakeholders, which leads to the formation of stable and continuous relationships in the value chain.
– Attracting, maintaining and – in multi-service organizations – Improving customer relations.
– The subject of relationship marketing: attracting, developing and maintaining customer relationships.
– Relationship marketing is the desire and creation of relationships based on cooperation, trust and commitment with customers and through real interactions to deliver high quality goods and services, respond to customer feedback and suggestions, flawless behavior and awareness of ignoring short-term benefits. Described for long-term benefits.
Types of Relationship Marketing
In 1994, Morgan and Hunt introduced a model for all types of relationship marketing.
In order to achieve lasting relationships, it is necessary to pay attention to the following points:
1- Relationship between parts manufacturers and supplies and buyers to provide timely and optimize product quality.
2- The relationship between the organization and service companies such as marketing research institutes, advertising agencies, etc.
3- Aligning the strategy with the position of competitors, technological and political changes.
4- Establishing a relationship between the organization and non-profit organizations to participate in social affairs.
5- Participating in research and development projects with government organizations at local and national level.
6- Establishing long-term relationships between companies and end consumers.
7- Establishing relations and partnerships with other partners, such as companies active in the organization’s distribution channels.
8- Establishing a relationship with the operational units of the organization.
9- Establishing relationships and partnerships with employees that lead to establishing (internal marketing) in the organization.
10- Establishing effective relations with the strategic business units of the organization.
Related components and factors:
Sean et al. (2005) consider relationship marketing to be a one-dimensional structure consisting of six key factors, as shown in Figure 1.
Figure 1) Related marketing components
Trust is a key component of a business relationship; And what determines the extent to which each party to the relationship can count on the other party’s promises. Trust is a central variable in long-term relationships. Morgan and Hunt  (1994) have examined trust as a key structure in the relationship marketing model. More trust between buyer and seller leads to greater productivity and longer-term relationships.
2. Create a link :
A bond is another component of a business relationship that is established between two parties in a relationship (buyer and seller) and plays a role in a one-piece situation to achieve the desired goal. The presence of this component in relationship marketing develops and increases customer loyalty and directly creates a sense of belonging to the relationship and indirectly creates a sense of belonging to the organization. Studies by Wilson and Malanni  (1986) show that: A stronger bond between buyers and sellers leads to a greater commitment to maintaining the relationship.
It is the formal and informal interactions that lead to the exchange of meaningful and timely information between the buyer and the seller. Anderson and Nerses  (1990) have stated that communication plays an important role in building trust. Morgan and Hunt (1994) in their research express the positive and informal effect of communication on the commitment between the retailer and the main dealer in the automotive industry.
In marketing relationships, communication is often overlooked. This is unfortunate because all other elements are experienced through communication. Communication, especially timely communication, strengthens trust by helping to resolve disputes and meet expectations.
4. Common value :
Shared value is the common beliefs of the parties to a relationship about behaviors, goals, and policies, whether important or insignificant, appropriate or inappropriate, right or wrong. Having common goals and values creates a greater commitment to the relationship.
This relationship marketing component allows each party to examine the existing situation from the other party’s point of view. Empathy is the understanding of the wishes and goals of the other party to the relationship To strengthen the relationship between the parties to the transaction, empathy is a necessary condition.
6- Reciprocal relationship :
Another component of relational marketing is the reciprocal relationship, which allows each party to provide special facilities in the future in return for the attention or benefits received by the other party.
As Elise  states: Relationship marketing is characterized by interactions and long-term commitments.
The Chinese believe that the interaction can be based on the individual characteristics of the customer so that the service provider (supplier) creates benefits with special services and services for customers to compete with other market segments (competitors).
The concept and definition of customer satisfaction :
So far, various definitions of customer satisfaction have been provided. Each of these definitions deals with this concept from a specific perspective. The following is a set of definitions of customer satisfaction by key theorists, as well as a handful of definitions and observations through which customers are satisfied or dissatisfied.
Oliver (1981) defines customer satisfaction as: The ultimate psychological feeling that arises from a customer’s inconsistent expectations of his or her initial expectations.
Tess and Wilton (1988): Customer Response to Assessing Perceived Difference Between Expectations and Final Outcome. Oliver (1992): Adding Other Available Features to Other Post-Purchase Emotions. Hal Steer, Hartman, & Skmir (1994): An Emotional Response to a Specific Purchase by Comparing the Purchase Result with Some Pre-Purchase Standards Arises.
Oliver (1996): The judgment that is made about the consumption of a product or format.
All existing definitions of satisfaction express satisfaction as a process. These definitions consider key variables and mechanisms for the interaction of these variables and believe that satisfaction is the final stage of a psychological process. Satisfaction is considered the end result of all the activities that take place during the buying and consuming process and is not just the result of directly observing or consuming the product or format.
There are several important points in common to all these definitions.
1- Existence of the goal that the customer wishes to achieve.
2. Achieving this goal can only be achieved by considering a standard comparison as an essential resource.
3- The satisfaction assessment process emphasizes at least two intervening factors:
A) Result b) Source or standard
Philip Cutler defines satisfaction as: “The pleasant or unpleasant feelings of a person that result from comparing the performance of a product with the expectations of the consumer.” In this definition, customer satisfaction depends on the performance of the product and his expectations. If the performance of the product is less than expected, the customer is dissatisfied and if the performance of the product appears as a percentage of expectations, the customer is satisfied and if the performance of the product exceeds expectations, the customer is very satisfied. In other words, he is happy.
The most important effects of customer satisfaction on organizational processes
– Continuous reduction of costs and shortening of work cycle time due to efficient use of resources;
– Improving the results of operations and consistent and predictable of these results (improvement recommendations);
– Enabling focused and prioritized opportunities for improvement operations;
– Increase the ability to create value for both parties;
– Transferring the importance of meeting customer requirements as well as legal requirements and regulations to the organization;
– Establishing a quality policy.
According to the institute, customer satisfaction is the result of a three-part system, which consists of:
Functions (processes) of the institution;
Employees of the institution who provide the product or service; Customer expectations.
The effectiveness of this three-part system depends on the proper integration of these parts with each other. The common area between the three parts indicates customer satisfaction.
Impact of customer satisfaction and loyalty
– Customer loyalty is the key to business success and the concept of loyal customer is to increase profitability (value creation) at low costs;
In today’s fast-paced world, building and maintaining customer loyalty requires hard work, e-commerce has reduced many of the competitors’ entry barriers, and given the customer the ability to choose an unprecedented supplier (seller);
– Most of the old business organizations have not considered the new methods of customer relations and have lost most of their customers. Els Brown says a 5 percent increase in customer retention doubles the benefits;
No organization should assume that managing customers for loyalty means managing customers for profit;
A loyal customer is very valuable as a great marketer and sales source.
Relationship marketing in the bank and customer satisfaction
Marketing is one of the tools that can increase the income of the bank. According to the great managers of world famous banks, only 5% of customers make up more than 85% of the banks’ profitability.
Research by economic researchers has also shown that banks increase their profitability in an unprecedented way by increasing their valuable and first-rate customers and creating effective customer satisfaction. Therefore, it is appropriate that in the current tight competition market of banks, according to paragraphs 2 and 3 of the general policy of Article 44 of the Constitution and possibly with Iran’s membership in the World Trade Organization (WTO) and consequently the establishment of foreign banks in Iran and also with Considering the privatization of a large number of state-owned banks, as well as the small difference in bank profits in attracting resources and low costs of public and private banks, requires banks to think of a solution as soon as possible to retain their customers. Manifested only in effective marketing and customer orientation. Today, there is an undeniable fact that the scales and market power are heavy on customers. Customers today have more opportunities to compare services and their financial management has become more complex.
Therefore, creative relationships between customers and banks and the set of services with the quality and nature of the services purchased at the time of purchase depends on the quality of interaction and the relationship between the customer and employee.
The customer’s judgment of the bank is based on the extent to which the bank is capable of helping to solve problems and develop its business. In our country and most of the developed countries of the world, the ultimate goal is to do things quickly and not waste time as the most important element of success in the current competition.
Include such ongoing and ongoing social interactions as meetings, formal and informal invitations to meetings and ceremonies, attending customer events, gift giving, a good credit and economic advice, and a description of banking services. In this regard, the description of banking services is very important. In modern world banking, it is necessary to describe banking services, especially electronic banking services. Bank customers have the right to know the services of banks through public media, and banks are required to provide these services in a very convenient and easy way, like someone who Explain these services to an ignorant person from the first stage to the end and never think that the customer is aware of these matters and services.
Any cost allocation in the field of informing customers through the press or public media, and especially the description of electronic banking, which has good results, such as the lack of physical presence of the customer in the bank branches, customer justification of the bank’s services, time savings, increase The speed of work and in general will cause high productivity for banks and customer satisfaction, which at the macro level of these savings will bring very high amounts of profitability for both parties.
Implementing relationship marketing and new customer orientation in banks provides the following benefits.
1- Maintaining current customers without fear of competitors’ threats
2- Gaining more benefits and income from current key customers and increasing the bank’s share of each customer
3- Significant reduction of deposit costs (resources) and significant increase of return on expenses
4 – Attracting key customers and the first level of other banks
5 – Attracting customers of other banks by launching word of mouth positive ads of current customers
Experience has shown that an old customer satisfied with the service of the bank will be as effective in advertising and profitability of that bank as ten new customers.
The banking industry will be endangered in case of any negligence and lack of attention on the part of the general principles of marketing with the center and focus of the customer, the life of the bank.
Some of the general rules and principles that banks are required to follow are:
1- The most important principle and basis of the bank is the customer, satisfaction and providing fast and away from bureaucracy services is equal to the law of duty of every bank.
2. The banker plays the role of the trustee and his balance and monetary reserves belong to the depositors.
3- According to the law, banks have the role of maintaining the funds of the citizens and they should spend these funds on constructive and infrastructural goals, development and upliftment of the country, and in any marketing strategy, serious attention should be paid to this principle.
4. Banks are expected to minimize their risk before maximizing returns.
5. Banks are required to provide services in any economic situation, favorable or unfavorable.
In the new situation, past marketing methods are not effective and are less profitable. Most markets are mature and face stiff competition and much more supply than demand. In this situation, new customers are difficult to find and therefore the urgent need to retain existing customers is strongly felt in companies and enterprises. Due to the increasing changes in societies, organizations must equip themselves in advance and be ready to face competitors. To be. In this regard, one of the issues that organizations, including banks, should pay attention to is paying attention to the market situation and identifying the needs and expectations of customers, because any organization that can identify and meet these needs sooner than competitors, in the field of competition. He will be victorious and proud