Study of Impact Factors of Relationship Marketing in Loyalty Customers in Kerman Balan Agency

Subject Areas :

B. Alishiri ¹ , M.A.F. Bonabi ² , H. Abdollahi ³

1 - عضو هئیت علمی دانشگاه آزاد اسلامی واحد تهران جنوب
2 - عضو هئیت علمی دانشگاه آزاد اسلامی واحد تهران جنوب
3 - کارشناس ارشد مدیریت بازرگانی گرایش بازرگانی بین الملل

Received: 2015-11-01 Accepted : 2015-11-01 Published : 2012-12-21

Keywords: Communication, Trust, relationship marketing, loyalty customers, commitment, conflict handling,

Abstract :

With respect to increasing importance of keeping customers and using relationship marketing by organizations around the world, the current study is done to identify effective factors of relationship marketing customers’ loyalty in Kerman Balan agency. In this study, relationship marketing model is used to analyze effective factors on the customers’ loyalty in the agency. The study is done using a questionnaire and four factors including (trust, commitment, conflict handling, and communication). This questionnaire is distributed among 80 customers of Kerman Balan agency. This research is a descriptive survey in which the relationships among independent and dependent variables have been examined considering the data collected through questionnaires. By doing chi-square test, normality of the frequency of the provided answers is used. Using Pearson coefficient correlation, a significant relationship was found among 4 factors. The research hypotheses were approved by t- test. Using Friedman test, the factors were ranked based on their importance as follow: 1. Trust, 2. communication, 3. Commitment, 4. Conflict handling.