تفاصيل الرسالة العلمية

The aim of this study is to know the effect of relationship marketing on customer retention through service quality. Relationship marketing was measured through (trust, commitment, communication, competence, and collaboration). Service quality was measured by (materiality, reliability, responsiveness, safety and empathy), and customer retention. The study sample consisted of (468) customers, so that (550) questionnaires were distributed to customers of telecom companies in Jordan (Zain, Umniah and Orange). (495) questionnaires were retrieved and 27 were excluded for not answering all questions related to the questionnaire. The descriptive and analytical approach was followed and the use of many statistical methods such as descriptive statistics, ANOVA. The results showed that there is a statistically significant effect at the level of (??0.05) of the effect of relationship marketing on customer retention through service quality in the telecom companies in Jordan, and showed that there is a statistically significant effect at the level of significance (??0.05) for relationship marketing with its dimensions (trust, commitment, communication, competence and cooperation), and service quality in its dimensions (materiality, reliability, responsiveness, safety and empathy) on customer retention. The study was also found that there is a statistically significant effect at the level of significance (??0.05) for the Relationship marketing on service quality in companies Telecom in Jordan. The study recommended that telecom companies should focus on having experienced and highly qualified employees in dealing with customers, providing the best services, and conducting future studies on marketing in relationships in different sectors to determine the level of difference