Investigating effects of relationship marketing tactics on customer satisfaction and loyalty(Iran Insurance Company)
Nowadays, most insurance companies due to the rapid changes in competitive situations and conditions prevailing in the market have given priority to attract and retain business customers because without a doubt this way is the best way to increase their profitability. Insurance companies in order to...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Isfahan
2015-06-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-1686-2&slc_lang=en&sid=1 |
| _version_ | 1827843373419986944 |
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| author | meysam shirkhodaie soheil nejat Amir Akbari |
| author_facet | meysam shirkhodaie soheil nejat Amir Akbari |
| author_sort | meysam shirkhodaie |
| collection | DOAJ |
| description | Nowadays, most insurance companies due to the rapid changes in competitive situations and conditions prevailing in the market have given priority to attract and retain business customers because without a doubt this way is the best way to increase their profitability. Insurance companies in order to ensure continuity of relationships with customers, following the design and implementation of strategies that will continually improve its relationships with policyholders. this study is an applied research with descriptive analytical methodology. A structural equation modelling approach is employed to examine the relationship posited in this study. this research was carried out among Iran Insurance Company policyholders in Ghaemsgahr city and 400 questionnaires were distributed to collect data. the collected data were analyzed through SPSS22 and LISREL8.8. the result of research showed that perception of price and suggested value are meaningful positive impact on satisfaction and satisfaction on loyalty. |
| first_indexed | 2024-03-12T08:24:54Z |
| format | Article |
| id | doaj.art-a2e1a3e28f6944d5aa84b497783f2103 |
| institution | Directory Open Access Journal |
| issn | 2228-7744 |
| language | fas |
| last_indexed | 2024-03-12T08:24:54Z |
| publishDate | 2015-06-01 |
| publisher | University of Isfahan |
| record_format | Article |
| series | تحقیقات بازار یابی نوین |
| spelling | doaj.art-a2e1a3e28f6944d5aa84b497783f21032023-09-02T18:12:23ZfasUniversity of Isfahanتحقیقات بازار یابی نوین2228-77442015-06-0151129148Investigating effects of relationship marketing tactics on customer satisfaction and loyalty(Iran Insurance Company)meysam shirkhodaie0soheil nejat1Amir Akbari2 Mazandarn university Tehran university Mazandarn university Nowadays, most insurance companies due to the rapid changes in competitive situations and conditions prevailing in the market have given priority to attract and retain business customers because without a doubt this way is the best way to increase their profitability. Insurance companies in order to ensure continuity of relationships with customers, following the design and implementation of strategies that will continually improve its relationships with policyholders. this study is an applied research with descriptive analytical methodology. A structural equation modelling approach is employed to examine the relationship posited in this study. this research was carried out among Iran Insurance Company policyholders in Ghaemsgahr city and 400 questionnaires were distributed to collect data. the collected data were analyzed through SPSS22 and LISREL8.8. the result of research showed that perception of price and suggested value are meaningful positive impact on satisfaction and satisfaction on loyalty.http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-1686-2&slc_lang=en&sid=1Relationship marketing tactics customer loyalty satisfaction structural equation |
| spellingShingle | meysam shirkhodaie soheil nejat Amir Akbari Investigating effects of relationship marketing tactics on customer satisfaction and loyalty(Iran Insurance Company) تحقیقات بازار یابی نوین Relationship marketing tactics customer loyalty satisfaction structural equation |
| title | Investigating effects of relationship marketing tactics on customer satisfaction and loyalty(Iran Insurance Company) |
| title_full | Investigating effects of relationship marketing tactics on customer satisfaction and loyalty(Iran Insurance Company) |
| title_fullStr | Investigating effects of relationship marketing tactics on customer satisfaction and loyalty(Iran Insurance Company) |
| title_full_unstemmed | Investigating effects of relationship marketing tactics on customer satisfaction and loyalty(Iran Insurance Company) |
| title_short | Investigating effects of relationship marketing tactics on customer satisfaction and loyalty(Iran Insurance Company) |
| title_sort | investigating effects of relationship marketing tactics on customer satisfaction and loyalty iran insurance company |
| topic | Relationship marketing tactics customer loyalty satisfaction structural equation |
| url | http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-1686-2&slc_lang=en&sid=1 |
| work_keys_str_mv | AT meysamshirkhodaie investigatingeffectsofrelationshipmarketingtacticsoncustomersatisfactionandloyaltyiraninsurancecompany AT soheilnejat investigatingeffectsofrelationshipmarketingtacticsoncustomersatisfactionandloyaltyiraninsurancecompany AT amirakbari investigatingeffectsofrelationshipmarketingtacticsoncustomersatisfactionandloyaltyiraninsurancecompany |