The Influence of Relationship Marketing on Customer Satisfaction in the Jordanian Banking Sector

This Paper aims to analyze the impact of relationship marketing dimensions on customer satisfaction in the Jordanian banking sector. It uses a comprehensive measurement model based on confirmatory factor analysis (CFA) and structural equation modeling (SEM). The study's problem stems from the need to understand how relationship-marketing practices affect customer satisfaction in rapidly changing and highly competitive banking environment. The research relied on a field survey of 677 Jordanian bank customers. A standardized questionnaire measured the seven dimensions of relationship marketing and customer satisfaction. The results showed statistically significant positive effects for all dimensions on customer satisfaction. Customer bonding strengthening was the most influential dimension (β = 0.412), followed by commitment (β = 0.359), and then promise fulfillment (β = 0.343). The other dimensions also had positive effects. These results highlight the importance of relationship-based marketing practices in enhancing customer satisfaction and retention. The study underlines the need for an advanced analytical framework to help Jordanian banks focus on factors with a greatest impact, such us customer bonding, organizational commitment, and promise credibility. The study also suggests intensifying programs that support long-term relationships with customers. This approach can increase customer loyalty and improve the competitiveness of banks in the Jordanian market.