World Journal of Engineering Research and Technology

Mirza Hasan Hosseini*, Mehdi Esmaeili, Dr. Alireza Khadivian

ABSTRACT

Background and purpose: relational marketing means maintaining customers, developing relations and making the relations even more attractive for customers. Relational marketing is the identification, creation and promotion of relations with customers and company?s stakeholders that is gained by creating trust as the result of fulfilling the obligations. For this purpose, this study is done with the aim of investigating the improvement of appreciation sense and behavioral loyalty of insurance customers through relational marketing in Asia Insurance Company branches in Shiraz in which relational marketing is divided into four parts (direct contact, tangible reward, interpersonal communications and preferential behavior). Method: from the point view of methodology, this research is a correlation type. To evaluate the research variables we used Huang questionnaire (2015). The questionnaires were distributed among 385 people of statistical society which were the customers of Asia Insurance Company in Shiraz. The research method was descriptive correlation. We used Smart-PLS software to answer the questions and analyze the research hypothesis through structural equation analysis and analyzing the path using Partial Least Squares (PLS). Findings: according to the results obtained from path coefficient and t statistic, all dimensions of relational marketing including (direct contact, tangible reward, interpersonal communications and preferential behavior) have a meaningful effect on appreciation sense of customer and customer appreciation sense also has a meaningful effect on behavioral loyalty. Conclusion: improving the relational marketing and creating investment in all dimensions in insurance service companies increase the appreciation sense in customers through which the customer loyalty will be improved.

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