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Abstract
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By market competition increase, the importance of understanding the value of customer in the marketing has become more than ever. Nowadays, most banks are facing with a completely dynamic environment. All banks, whether great or small, regarding rapid changes in competition situations and the conditions governing the market, have put attracting and maintaining corporate and business customers into their agenda. Due to considerable advantages of relationship marketing, the banks use this method to success in attracting their customers. The relationship marketing is to identify, create, maintain, and promote relationship with the customers and stakeholders that are realized through creating trust as a result of fulfilling the commitments. The goal of this research is to discover and acquire a deep understanding of the role and importance of relationship marketing in attracting corporate and business customers’ deposits in banking service system. This research is a qualitative research in respect of data nature. By putting the findings of various researches side by side and combining them in a way that they compose the basis of this research, we have performed a mainly descriptive research. In this article the solutions of attracting deposit in Bank Saderat Iran around relationship marketing for corporate customers has been investigated. In this article it is specified that employees’ training and increasing their awareness and reviewing electronic banking and creating an environment in which corporate customers trust more the bank and the systems existing in it is one of the solutions for success in implementing relationship marketing in the bank.
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