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The Impact of Relationship Marketing Tactics on Customer Loyalty: The Mediation Role of Relationship Quality

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  • Habibollah Doaei
  • Abbas Rezaei
  • Rozita Khajei

Abstract

Concerning potential importance of retaining customers and establishing right relationship with them to create loyalty, previous studies have presented diverse results which can be related to lack of an appropriate relationship quality. Therefore, this study was conduced in Karafarin Insurance Representatives in Mashhad, Iran for identifying Relationship Marketing (RM) tactics impacts on loyalty due to Relationship Quality (RQ). The RM tactics under investigation were tangible reward, interpersonal communication, preferential treatment, and direct mail. Two kinds of questionnaires were utilized to reap data from managers and customers with 0.88% and 0.92% reliability, respectively. The census method has used to collect managers¡¯ viewpoint and there are 125 available customers for sampling. Data from these experiments indicate that, among used tactics, preferential treatment tactic had not significant influence on RQ, thereupon, it can be concluded that RQ variable don¡¯t perform a mediating role. Moreover, a refined understanding was provided for cognizing interplay between organization and customers due to implement the RM tactics.

Suggested Citation

  • Habibollah Doaei & Abbas Rezaei & Rozita Khajei, 2011. "The Impact of Relationship Marketing Tactics on Customer Loyalty: The Mediation Role of Relationship Quality," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 2(3), pages 83-93, August.
    • Handle: RePEc:jfr:ijba11:v:2:y:2011:i:3:p:83-93
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    References listed on IDEAS

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    1. Leenders, Mark A.A.M. & Wierenga, Berend, 2008. "The effect of the marketing–R&D interface on new product performance: The critical role of resources and scope," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 56-68.
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    3. Wei, Yinghong (Susan) & Atuahene-Gima, Kwaku, 2009. "The moderating role of reward systems in the relationship between market orientation and new product performance in China," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 89-96.
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    1. Katarina Borisavljeviæ & Gordana Radosavljeviæ, 2021. "Application of logistics model in analysing relationship marketing in travel agencies," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 39(1), pages 87-112.

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