Measuring the Impact of Relationship Marketing on The Perceived Value of The Bank-Customer Relationship

Abstract

This study aims to examine the empirical relationship between relationship marketing dimensions (personal communication, conflict management, and trust) and perceived value creation (perceived functional value and relational benefits) within the Algerian banking sector, specifically at the Bank of Local Development (BDL). Based on a sample of BDL clients, linear regression and ANOVA analyses were conducted. The findings reveal significant positive impacts of personal communication, conflict management, and trust on relationship value creation. Besides, demographic variations indicate gender-based differences in response to relational orientation, whereas age, education, and income levels show no significant differences.