IMPACT OF RELATIONSHIP MARKETING DIMENSIONS ON CUSTOMER PERCEIVED VALUE IN BANKING INDUSTRY OF PAKISTAN

Abstract

The aim of this paper is to study the relationship between relationship marketing dimensions with customer perceived value in the banking industry of Pakistan. Data has collected from 91 customers having accounts with different banks of Pakistan. A questionnaire consisting of standardized scales using liker scale was self-administered. Results show that different relationship-marketing dimensions influence differently, relational commitment and communication is significantly customer perceived value. Trust and satisfaction have positive but weak association with customer perceived value. Some recommendations for future study has been given at the end. This paper for the first time finds out empirical relationship between relationship marketing dimensions and customer perceived value in the banking industry of Pakistan.