Abstract
The rapid growth of the technology industry has changed the condition of relationship marketing. The business has simultaneously become more comfortable and more complicated. It is easier because one can send and receive business information in the click of a button, it is complicated because the new technologies bring new demand and challenges to the companies. The use of self-service technology is widespread in China. The purpose of this paper is to show the impact of information technology on relationship marketing and the factors that lead to customer satisfaction and commitment to SSTs usage. SPSS was used for the study. The finding of this study shows that trust is a significant factor for achieving customer satisfaction and commitment, followed by perceived convenience. Customer satisfaction has the highest relationship with customer commitment. This study may help the bank administration to improve the (ATM) self-service technology in a way that will bring more satisfaction to the customer, which will result in commitment.
Highlights
It’s essential to consider relationship marketing for a better understanding of IT in a business relationship
The purpose of this paper is to show the impact of information technology on relationship marketing and the factors that lead to customer satisfaction and commitment to SSTs usage
The correlation analysis is used to find the relationship between the determinants; the correlation analysis results show that significant positive relationship between control factor and customer satisfaction (0.505), positive relationship between convenience factor and customer satisfaction (0.617), positive relationship, Table 2
Summary
It’s essential to consider relationship marketing for a better understanding of IT in a business relationship. This new approach had shifted the business’ focus from one of acquiring new customers to one of retaining current customers (Berry, 1995). The most expensive factor in marketing is attracting new customers. The cost of acquiring new customers is estimated to be five times the cost of retaining current customers (Kotler et al, 2013). Businesses had tried various ways of attracting customers but had little success to keep them. Relationship marketing focuses on customer loyalty and establishing long-term customer relationships, with a dramatic change in business environment relationship marketing, focuses on technology to build long-term relationships with customers
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