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Investigating the Effect of the Relationship Marketing Tactics on Customer’s Loyalty

Author

Listed:
  • Mohammad Abasi Niko
  • Mohammad Hussein Askarinia
  • Ali Akbar Khalaf
  • Ehsan Namdar Joyami

Abstract

The current study attempts to investigate the effect of the relationship marketing tactics on the customer’s loyalty. The present study has applied objective, is descriptive in nature, and is a survey. To analyze the data SPSS 19 and LISREL 8/8 software were used. The target population was the staff of the State University of Ilam, which has a population of 4620 people. The number of sample is equal to 353 according to KrejcieMorgan Table. (Cronbach’s alpha for the entire equation was .906). Considering the influence of independent variants (quality of service, price perception, brand perception, value proposition, consumers’ trust, and customers’ satisfaction) on customer loyalty, ten hypotheses were formed, all of which were approved by average to high confidence. The more the level of relationship marketing tactics, the more the quality of relations with customers, which ultimately leads to customer loyalty.

Suggested Citation

  • Mohammad Abasi Niko & Mohammad Hussein Askarinia & Ali Akbar Khalaf & Ehsan Namdar Joyami, 2015. "Investigating the Effect of the Relationship Marketing Tactics on Customer’s Loyalty," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 1(1), pages 5-21, March.
    • Handle: RePEc:khe:scajes:v:1:y:2015:i:1:p:5-21
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Relationship marketing tactics; service quality; customers’ loyalty; customers’ trust; customer satisfaction;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

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