The impact of relationship marketing on achieving customer value, an analytical study on a group of private Iraqi banks

Abstract

The research aimed to measure the effect of relationship marketing in achieving value for the customer. The research was conducted in a sample of private Iraqi commercial banks in Baghdad, which are represented by ten banks listed on the stock market. The real problem that the banks in the research sample suffer from is the severe and continuous acceleration in environmental conditions and customer tastes. And the rapid technological changes, which

Keywords

• relationship marketing
• customer value