The effect of interactive marketing on commercial customer satisfaction in international financial markets

Service providers worldwide are seeking competitive advantage through the creation of long‐standing customer relationships. Current theory holds that interactive marketing contributes most to customer satisfaction which, in turn, provides customer motivation for long‐term relationships. However, relatively little attention has been devoted to the specific provider and customer behaviors that constitute interactive marketing. Explores the frequency and significance of 15 specific interactive marketing behaviors among 396 chief executive officer (CEO)clients of commercial loan services in five countries. Results demonstrate that higher levels of interaction are associated with higher levels of satisfaction and that there are between‐country variations in the types of interactive behaviors most associated with satisfaction.