Creating an Empirical Model of the Effect of Relationship Marketing Strategy on Customer Loyalty (Case Study: Insurance Firms in Iran)

摘要

To understand the mechanism of how loyalty programs can work effectively, this paper creating an empirical model of the effect of relationship marketing strategy on customer loyalty. The findings indicated that the relationship marketing positively related to the customer loyalty both toward the programs themselves and the stores. So, our population statistical is customer of insurance firm in Iran and the amount of sample according to Cochran formula is 140 person. For testing the data, we use from SPSS 19 with correlation and regression, according to finding all of the hypothesis are accepted.