RELATIONSHIP MARKETING IMPACT ON CUSTOMER ATTITUDE: MEDIATING ROLE OF ADVERTISING IN PAKISTAN'S BANKING

Authors

  • Mr. Imran Iqbal Research Scholar, Department of Public Administration, University of Karachi
  • Dr. Syed Shahid Zaheer Zaidi Assistant Professor, Department of Public Administration, University of Karachi

Keywords:

Relationship marketing; Customer attitude; Advertising effectiveness; Pakistan Banking Sector

Abstract

This research delves into the impact of relationship marketing and impactful advertising on consumer perceptions within the banking sector of Pakistan. The focus is on key relationship marketing elements: trust, connection, communication, shared values, empathy, engagement, and their role in shaping positive client sentiments. Through empirical research, the study validates the positive influence of these elements on customer attitudes. Additionally, the research introduces advertising effectiveness as a mediator variable, underscoring its importance in shaping consumers' views of relationship marketing efforts and attitudes. Moreover, The study employed the Structural Equation to analyze the variables; the results offer valuable insights for banks, empowering them to enhance customer-centric initiatives and gain a competitive advantage. In Pakistan's banking industry, this study makes a substantial contribution by underscoring the significance of relationship marketing components and their impact on shaping consumer perceptions. Its findings provide actionable information for banks seeking to refine their strategies and distinguish themselves in a competitive market.

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Published

2023-12-31

How to Cite

Iqbal, I., & Zaidi, S. S. Z. (2023). RELATIONSHIP MARKETING IMPACT ON CUSTOMER ATTITUDE: MEDIATING ROLE OF ADVERTISING IN PAKISTAN’S BANKING. Journal for Business Education and Management, 3(2), 1–18. Retrieved from https://journals.csrpublisher.com/index.php/jbem/article/view/37