The mediating role of relationship marketing on the relationship between corporate identity and corporate loyalty: An application in financial advisory services

One of the important areas of the service sector is financial consultancy enterprises. A financial adviser can take a number of different methods and strategic actions to strengthen the trust and loyalty of his customers differently and uniquely than his competitors. At the forefront of these actions and strategies is the "relational marketing" approach, which is based on human relations and aims to maintain customer satisfaction and loyalty in line with the demands of its customers. It is a means of total communication, in which an institution or enterprise expresses itself to its internal and external stakeholders. The union of forces, in which the employees of the enterprise form an identity union with the enterprise, is the corporate commitment.Enterprises that have gained corporate identity, together with their employees and managers, establish one-to-one communication with their customers in their service offerings.Financial consultancy companies that have adopted the relational marketing approach,establishedtheir corporate loyalty in cooperation with their employees and gained a corporate identity will have a better position than their competitors will in retaining and maintaining customer loyalty.The aim of the study is to determine whether relational marketing has a mediating role in the relationship between corporate identity and corporate commitment in the financial consultancy service sector.