Document Type : Original Research Paper
Authors
Department of Business Management, Marketing Orientation, Ilam University, Iran
Abstract
The purpose of this research is to design the loyalty model of car insurance customers of insurance companies with an emphasis on the role of relational marketing links. Using a questionnaire, information was collected from 400 car insurance customers of insurance companies in Mashhad. The collected data were analyzed by SPSS and LISREL software. LISREL software was used to perform confirmatory factor analysis and test the research model. Also, in order to check the reliability and perform exploratory factor analysis, SPSS software was used. The results indicate that all three relational marketing links have a positive and significant effect on customer loyalty. Financial and structural ties have the greatest effect on customer loyalty, social ties have a positive and significant effect on service quality, social ties have the greatest effect on relationship quality, structural ties have a positive and significant effect on relationship quality and service quality, service quality It has a positive and significant effect on the quality of the relationship, and finally the quality of the relationship has a positive and significant effect on the loyalty of customers.
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