Impact of Using Relationship Marketing Strategies on Customers Loyalty Study on STC Customers in Riyadh – KSA

摘要

This study aims to determine the relationship between relational bonds(financial , social m structural ) of Saudi Telecommunication Company & loyalty of Saudi customers , as well as determine the statistical differences in the loyalty of Saudi customers according to education, sex and income. The study sample consists of 500 customers, and convenience sample is used. Study results proved that there is no statistical relationship between social bonds offered by STC, and between Saudi customer loyalties to this company. On contrary, it has been found that strategies which focus on financial and structural factors were a key factor in obtaining Saudi customer loyalty for company and its services, it was also found that there are statistically differences in this loyalty level due to income level, and gender, while no differences were found due to customer educational level. Based on the above mentioned results, a set of necessary recommendations was formulated to enhance the relationship between STC & its customers . Keywords: Relationship Marketing, Customers , Loyalty, Saudi Telecom Corporation, KSA .