Investigating the Effect of the Relationship Marketing Tactics on Customer’s Loyalty
Authors: Mohammad Abasi Niko, Mohammad Hussein Askarinia, Ali Akbar Khalafi, Ehsan Namdar Joyami
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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 Krejcie-
Morgan 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.