Relationship Marketing and Information Technology’s Impact on Customer Satisfaction and Commitment

The rapid growth of the technology industry has changed the condition of relationship marketing. The business has simultaneously become more comfortable and more complicated. It is easier because one can send and receive business information in the click of a button, it is complicated because the new technologies bring new demand and challenges to the companies. The use of self-service technology is widespread in China. The purpose of this paper is to show the impact of information technology on relationship marketing and the factors that lead to customer satisfaction and commitment to SSTs usage. SPSS was used for the study. The finding of this study shows that trust is a significant factor for achieving customer satisfaction and commitment, followed by perceived convenience. Customer satisfaction has the highest relationship with customer commitment. This study may help the bank administration to improve the (ATM) self-service technology in a way that will bring more satisfaction to the customer, which will result in commitment.