نویسندگان
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The increase of competition, dynamism and complexity in private sector, growth of costumers' expectations and new innovations in the country's service sector has created a new organizational attitude toward customers. Keeping and increasing the loyalty of customers and the elements that cause it are important issues that companies try to understand and work on accordingly. In this research, the impact of relationship marketing on customers' loyalty in Mellat Insurance Co. is examined. To do so, the developed relationship marketing model introduced by Shamout in 2007 is used. Questionnaire and LISREL software are used for gathering data and analyzing them. Three important factors are proposed to have impact on the independent variable (the quality of relations and sentiments of customers): fiscal interests, social factors and structural ties.
کلیدواژهها [English]
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