Factors Affecting Customer Loyalty: Study on the Role of Customer Relationship Management Quality as mediation and Brand image as moderator

Subject Areas : marketing

Ehsan Safaei ¹ , Seyed Morteza Ghayour Baghbani ² , Morteza Rojui ³ , Toktam Pishfang ⁴

1 - Expert and Insurance Representative
2 - Department of Management, Faculty of Management and Accounting, Imam Reza International University, Mashhad, Iran
3 - Department of Management, Faculty of Management and Accounting, Imam Reza International University, Mashhad, Iran
4 - Group of Management, Islamic Azad University, Torbat -e -Heydariyeh Branch, Iran

Received: 2022-12-03 Accepted : 2023-02-06 Published : 2023-02-20

Keywords: Customer Satisfaction, Service Quality, Customer value, BrandImage, Quality of Customer Relationship Management,

Abstract :

Insurance companies are running numerous programs to increase their customer loyalty. One of the factors affecting customer loyalty is the quality of service, customer satisfaction and customer value; Therefore, the purpose of investigating the role of customer relationship management quality and brand image moderator is to investigate customer loyalty. This research is applied in terms of purpose and in terms of descriptive-correlational method, the statistical population of which is the customers of commercial insurance in the holy city of Mashhad. 436 questionnaires were collected electronically and simply randomly through insurance agencies. Data collection is a standard questionnaire that was validated by content validity and structural validity through the approval of the factor loading method and its reliability from the Cronbach Alfa method.. The hypotheses were reviewed by the modeling method of structural equations and PLS software. The results showed that the quality of service quality and customer value has a positive impact on customer loyalty. Customer quality, customer value and customer satisfaction have a positive impact on customer relationship management quality. The impact of customer relationship management quality on loyalty was also confirmed. In this study, the intermediary role of customer relationship management quality confirmed but the variable role modification of the brand was not confirmed. In this research, the direct impact of satisfaction on loyalty was not confirmed.