مجلة الدراسات المالية والمحاسبية والإدارية
Volume 9, Numéro 2, Pages 595-614
2022-12-31
The Role Of 4rs Marketing Mix In Enhancing Customer Trust:afield Study In Popular Credit Bank Of Algeria (cpa)
Authors : Siyahia Samira . Djeribi Sebti .
Abstract
The study aimed to highlight on the importance and role of the4Rs marketing mix inenhancing customer trust in banks within a competitive environment. This study aims to highlight the importance of the 4Rs marketing mix in enhancing customer trust in banks that operate in a competitive environment.This makes it more relevant to the relationship marketing approach, which is concerned with building and developing customer trust as an essential foundation for the continuation of the relationship. A survey was conducted on a sample of customers of the Popular Credit Bank of Algeria (CPA), and the results showed that there is a statistically significant relationship between the 4Rs marketing mix and customer trust. The study also indicated that reliance on the elements of the marketing mix positively affects customer trust.
Keywords
The 4Rs Marketing Mix ; Customer Trust ; Relationship ; Retrenchment ; Relevancy ; Reward
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