Document Type : Original Research Paper

Authors

• S. Sehhat ¹
• S.K. Nourbakhsh ²
• L. Rezaee Hajidehi ²

¹ Department of Business Administration, Allameh Tabatabai University, Tehran, Iran

² Department of Business Management, Islamic Azad University, Tehran Branch, Tehran, Iran

Abstract

This research has been done with the aim of identifying factors affecting brand loyalty in insurance companies affiliated with banks. The statistical population includes insurance companies affiliated with banks in Tehran, and the respondent population consists of customers and users of the services of the aforementioned companies. The research results show that brand interest has the greatest impact on customer loyalty. Of course, commitment to the brand and emotional approaches in strategic relationship marketing are also effective in attracting customer loyalty directly and indirectly. Among the components of strategic relational marketing, emotional approaches have had the greatest impact on customer loyalty. After that, variables such as uniqueness, trust and mental image have had the greatest impact on customer loyalty. In the meantime, the "switching cost" variable has not had any significant direct or indirect effect on improving the level of customer loyalty.

Keywords

• Brand Loyalty
• Commitment to Brand
• Interest to Brand
• Strategic Communication Management