Proposed Framework for the effect of relationship marketing on positive Word Of Mouth communications (WOM): An application on Commercial Banks Customers

Research Abstract

This research discussed establishing Proposed Framework for the effect of relationship marketing on positive Word Of Mouth communications (WOM), with the view of the entrance of relationships quality (customer satisfaction and customer commitment) , and this is with the application on the customer of the main branches of commercial , public and private banks in Cairo and its subsidiaries , The objective of this research is to specific the relationship between marketing relations , customer satisfaction, customer commitment and (WOM) , To achieve these goals of the research , The researcher adopted a set of statistical techniques which represented in : descriptive statistics , Kolmogorov- test , Correlation coefficient and Confirmatory Factor Analysis . And the results of the statistical analysis explained a group of outcomes which and the most important of it was : That there is a direct positive effect of the marketing relationships on customer satisfaction , the marketing relationships affect a positive and direct impact on customer commitment , and customer satisfaction mediates this relationship , where the results indicate the existence of a direct and positive impact of customer satisfaction on customer commitment , Also , customer satisfaction positively affect directly and indirectly on positive (WOM) , where mediates this relationship customer commitment , And finally , results indicate that customer commitment has a direct and positive impact on (WOM). Keywords: Marketing Relationships - relationships quality – Customer Satisfaction – Customer commitment – Word of Mouth (WOM).

Research Keywords

Proposed Framework for the effect of relationship marketing on positive Word Of Mouth communications (WOM): An application on Commercial Banks Customers