DefinePK

Research Objective

To investigate the impact of relationship marketing elements (trust, connection, communication, shared values, empathy, engagement) and advertising effectiveness on customer attitudes within Pakistan's banking sector, with advertising acting as a mediator.

Methodology

Applied, descriptive research using a correlational category. Convenience sampling was used to collect data from over 250 bank clients in Karachi, Pakistan, during August and September 2023. A survey questionnaire with a 5-point Likert scale was administered. Data was analyzed using regression analysis and structural equation modeling (SEM) with PLSM software. Cronbach's alpha was used to assess reliability, and the Kolmogorov-Smirnov test was used to check data normality.

Methodology Flowchart

                        graph TD
    A["Define Research Objectives & Hypotheses"] --> B["Adopt Conceptual Framework"];
    B --> C["Develop Survey Questionnaire"];
    C --> D["Collect Data from Bank Clients in Karachi"];
    D --> E["Assess Data Reliability"Cronbach's Alpha""];
    E --> F["Test Data Normality"Kolmogorov-Smirnov""];
    F --> G["Analyze Data using SEM PLSM"];
    G --> H["Test Hypotheses"];
    H --> I["Interpret Findings & Draw Conclusions"];
    I --> J["Provide Recommendations"];                    

Discussion

The study confirms that key relationship marketing components are crucial for shaping positive customer attitudes in Pakistan's banking sector. Advertising plays a vital role in communicating these relationship-building efforts, thereby enhancing brand awareness and customer loyalty. The findings support the theoretical framework by integrating empirical data to provide actionable insights for banks.

Key Findings

Relationship marketing elements (trust, bonding, communication, shared values, empathy, and interaction) have a statistically significant positive impact on customer attitudes. Advertising effectiveness acts as a significant mediator in the relationship between relationship marketing and customer attitudes.

Conclusion

Relationship marketing, characterized by trust, communication, and empathy, significantly influences customer attitudes in Pakistan's banking sector. Advertising effectively mediates this relationship, making it a critical tool for banks to enhance customer-centric strategies, improve customer loyalty, and gain a competitive advantage in a dynamic market.

Fact Check

1. The study was conducted in Karachi, Pakistan. (Confirmed by text)
2. 105 usable questionnaires were collected out of 100 submitted. (Confirmed by text)
3. Cronbach's alpha values for Marketing relationship, Attitude of customer, and Impact of the advertisement were 0.812, 0.822, and 0.862, respectively. (Confirmed by text)

Mind Map